While 23% said social media did give them some ability to monitor what was being said, only 9% said that the ability to measure the frequency of discussion about the organization was a current benefit and only 18% said they were able to identify positive and negative comments. In short, many organizations’ activities seem more focused on “making noise” about their company and products, and less on understanding and participating in the conversations already going on about them on the Web. Among all companies, social networking sites were the most popular form of social media, with the majority (87%) using.