If you are sick of your agency, peers, books and everyone else telling you need to do social media stuff and don’t know where to start. Don’t do anything, just start by checking what people are saying about you.
No need to do a blog, tweet or anything, just start listening to what’s out there. I [...]

There are many (really, MANY) companies out there that provide some pretty sophisticated tracking tools for social media. Most of them cost money, though.  So if you have to boot-strap, here are a list of tools I’ve used. You can use some of this and make yourself  scorecard of indicators (the value of those indicators [...]