There are limitations to how far computers can assess what is being said about you on social media networks. Manual intervention is required too. Also there is evidence that computers are struggling to fully comprehend blog topics and forums. Twitter is easier for them because it is shorter which could skew monitoring results in the favour of Twitter simply because they are easier for computers to pick up.
Getting the data is one thing – but you definitely need an experienced team to interpret what is being said and to be able to properly assess its significance and advise on how it is applied to the business.
This informative piece explores the issues further.