Free monitoring tools may fill your needs if you work for a small nonprofit or your business has no need for more sophisticated services (coming tomorrow). Just remember: Free monitoring tools aren’t really free — they require an investment of staff time and analysis.
And a word of advice: Don’t begin with the tools. Begin with a strategy — a social media game plan. Think of this as a multi-step process: Listen, learn, engage, act and measure. Listening is only the first step — you need to take action on what you discover.