As I would put it, these free tools are good as long as you can wade your way around it and get the output you are looking for from these tools. But if you are lost with these tools, which I know many do in the beginning, then you might have to look into other alternatives.

There are some more shortcomings of these free tools:

Firstly, these tools can be used to assess a campaign or strategic prerequisite, but not for a large amount of data in an all-inclusive Web 2.0 coverage.

Secondly, free tools are just the tip of the iceberg; they do not have the ability to go into the details. They can only introduce you to the listening tools.

Thirdly, machines are great data retrievers but it’s the human touch that makes it into valuable information. This is one big shortcoming of automated, free monitoring tools.

The need of an analyst arises at this point when you have the What, Where, and When answered, but the most critical, Why? and How? are still left to be answered.

Why do consumers think this way about my product? How can I change their perception? An analyst like Iridium can help you draw insights from the data and develop a strategy.

So for all the companies waiting to explore social media, your customers are waiting to hear from you! Begin now to at-least play with the new set of social media monitoring tools. Next, begin taking expertise from social media experts who can take your brand, your voice to the next level. Its not too late…take the first mover advantage!!!

Watch out for more from me as I will take you through a deeper understanding of the Social Listening space…its time to evolve!

Follow us on @iridiuminter or my personal twitter @sbharatam.