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.
Recent breakthroughs by Realeyes allows for tracking of a person's emotional state based on a number of metrics related to their facial expression, all at a lower cost than existing kinesiology systems.