Jeff Catlin, CEO of Lexalytics, answers questions about the present and future of social media measurement and monitoring.

PRWeek: We've made progress in social media measurement and monitoring, but there's still a long way to go. What's the next step?

Jeff Catlin: The next major step is the improved handling and interpretation of short content, like that seen on Twitter. While it's undeniable that the lack of grammar and creative spelling on forums like Twitter represents a major hurdle for content processing ...