Currently working on a project to create an application to monitor social media for positive and negative comments regarding a certain well known brand in the UK.
This has become more and more complicated we delve deeper and deeper in to the squelchy quagmire that is social media. A major problem is that many of the bookmarking sites have a strong bias towards American blogs/bookmarks/sites and so are less relevant to us Brits.
As a result of my research I found a great article which breaks down the differing types (and reasons for doing) online brand awareness. Read it here