2. Elimination of the hassles of tracking sentiment. While Cruvee achieves this better than most through its wine-specific algorithm, the possibilities to improve exist. Through the creation of additional industry-specific algorithms that take into account the type of language used in a given industry's online conversations, confusion brought on by jargon, and possibly, sarcasm, might be greatly lessened. Mashable gives the example of the automotive industry and a commenters leaving a post about some "sick rims" and how easy it is for current platforms to miss the compliment.

3. Fast-track the process of identifying influencers. An interesting part of Cruvee's model is that it has decided for the user which digital influencers (as a starting point) should be tracked and then allows for customizable keywords within that ecosystem. This approach alleviates the pains of searching within a core set of influencers, and then allows for sharper focus on your brand through the insights gained by additional keyword selection.

4. Direct comparison to competitors. Since Cruvee operates in a set digital ecosystem that can be customized, the ability is there for users to find out how their competition is faring in relation to them using the same set of criteria. Cruvee currently allows their users to view some historical data on rival brands, but one can imagine the possibilities such a platform might produce in the future in terms of real-time tracking of brands, side-by-side in a "live" digital ecosystem.

It will be interesting to watch this space to see where social media monitoring goes from here. There are definitely advantages to be had in a vertical approach to listening, and they appear they might help solve some of the current issues facing the tech side of the equation. The importance of a highly trained staff of social media mavens that can identify and analyze conversations around your brand is always your best bet, however, with advances in the platforms for doing so, we may find ourselves being able to spend more time building a winning social media strategy and less time collecting the required data to do so.