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.
Our All Analytics Radio interview with Graham Clark of NIIT Technologies offered insight not only into the state of predictive analytics, but also on how those advanced analytics are changing business and the nature of computing.