There's a fascinating story on CNN about a couple who record 200K hours of their child in the process of learning language. Which in and of itself is very interesting. But out of it grew their new company Bluefin Labs. From their website:
Bluefin empowers brands, agencies, and media companies with unprecedented insights about how audiences are responding to TV ads and the shows they run on. Using deep machine learning born from MIT research, Bluefin technology aligns social media comments to their televised source—in real time and at scale.
The best use of social media I've seen thus far.
http://www.bluefinlabs.com/
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