Hi Pierre- 'thanks for sharing your thoughts on the social media buzz. I think there has been a increasing relevance on attributing brand awareness to social media. Companies have been investing in these owned media efforts apart from their paid media strategies to leverage the effectiveness of the "social space" offerings you mentioned.
One of the persisting challenges has been to measure that feedback and link it back to the actual business metrics and the success measures.
Databases in general and relational databases in particular are intended to be most useful for knowledge representation in the context of validation -- when a theory has been formulated -- and the logical model representing it in the database can be used to validate it and further analyzed to derive additional implications of a theory.