This is by way of slamming down a reference to Avinash Kaushik's blog so you can keep track of it. He is a guru of web analytics. What makes him interesting is that he is good enough to step away from clicks and to propose integrating a trinity of data sources - clickstream, business outcomes and surprise surprise customer research. I want you to take a look at his blog post on measuring social media which is notoriously easy to do and difficult to do well. He is working off piste but his lucidity is really helpful. What I got particular excited by was tweetpsych. A tool which aggregates a ton of tweets and then generates a psychological profile. Kaushik dismisses sentiment analysis pos/neg tweet classification as twaddle. He's looking for analytical tools which can pick up irony, emotion, making authoritative statements - content of that kind. Which tweetpsych appears to do. I commend it to you.