As many companies have learned the hard way; ignore the social web at your own peril. There are a number of "listening platforms" out there. This week, two more were announced by Adobe and HootSuite.

Adobe's SocialAnalytics is in beta and is expected to ship later this year (Q3). SocialAnalytics can be used to monitor not only Facebook and Twitter, but viral video campaigns on sites like YouTube and even app usage. No word on pricing. SocialAnalytics will be offered as an add-on to its Adobe Online Marketing Suite. It's powered by Omniture, a company it acquired back in 2009.

Also this week, HootSuite announced its new HootSuite Social Analytics, which measures various forms of Twitter and Facebook activity, as well as social link clicks. HootSuite's new suite is available now and you can try it for free, as well.

Both Adobe and HootSuite will be going toe-to-toe against the more established Radian6 and Cisco's relatively new SocialMiner.