Our initial paid offering is priced based on back-of-the-envelope estimates of how long it takes a full-time employee to manually create the reports we generate

Our initial paid offering is priced based on back-of-the-envelope estimates of how long it takes a full-time employee to manually create the reports we generate, and what these employees are typically paid. For these brands, the benefit they see from social media is quite large, as evidenced by their willingness to spend on dedicated headcount or equally expensive consultants. It's true that not every business is investing this much in social media now; we think this will change dramatically over the next few years, in part because products like ours will make it more apparent what the ROI from effective social media campaigns can be.