"It often seems like a rare occasion when offline marketing efforts blend with social media. One of the best ways to use social media to aid offline efforts is to gauge the public’s perception with social media monitoring tools. By using monitoring tools, companies can monitor public opinion about a specific offline campaign.
Probably one of the most publicized efforts to gauge offline marketing with social media monitoring was Brand Bowl 2010. Here we saw Mullen and monitoring powerhouse Radian6 teamed up to monitor the public’s response to Super Bowl ads in real time. While this example was done more as a publicity stunt in its own right, its not far off from how you might want to run your monitoring campaigns internally."