We recently offered tips for checking out your business rivals through social media monitoring. But what exactly is the state of the customer-monitoring art in 2011? 

Lucky for us, monitoring firm Synthesio has produced quite a useful article that explores what the big picture of social media monitoring looks like these days.

Here's the skinny:

Raising social media ROI is the top priority this year. A survey of 140 social media strategists found their top goal for the year was calculating ROI. To make your case to the C-suite, you'll need concrete examples of how social media has advanced other businesses. (Marshall Sponder is working on a book on social media monitoring tools, no doubt packed with practical case studies. Keep an eye out for it.)

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