1. The opportunity : blogs, social media, and market intelligence -- 2. The forms of social media -- 3. The art of tracking trends -- 4. How credible is social media? -- 5. Ethics of strategic listening -- 6. The blog-monitoring industry -- 7. Sentiment detection : how accurate? -- 8. Alternative blog-monitoring solutions -- 9. Market intelligence via Google -- 10. Market intelligence via Technorati -- 11. Market intelligence via forums, multimedia, social bookmarking, and social networking sites -- 12. Alerts and RSS : letting technology do the work -- 13. Buzz surfacing tools -- 14. Identifying trends and evaluating the credibility of social media -- 15. Evaluating blog and social media credibility -- 16. The big picture and future trends.