As a technology, travel, and news journalist, or a PR and marketing professional, I've utilized many tools to capture the relevance and value of social media over the years. At Pamil Visions Public Relations, and via our efforts at Argophilia and Argo Travel News, our people have found Brandwatch the premier tool for showing the statistical underbelly of the digital landscape. Whether we need to report to hotel clients on media mentions, or if I personally need to find a key metric for a news story, Brandwatch solves for "X" in most cases. The point of pain Brandwatch easily solves is turning intricate and complex social interaction, Big Data, and difficult to explain concepts into relative child's play. Brandwatch is a tool every business person interested in digital must have.