Social Media Analytics Tools are measurement services that provide user data to social media marketers, government institutions, and corporate brands. In 2006, Radian6 was the first social listening tool to track mention of brands across the web and in 2007 it became standard practice for Facebook Insights to allow brand pages to access the data of its users. Key data points available to these organizations include: location, email, age, race, birthplace, current location, frequency of use of a particular social channel (where and when) and identity of followers. All of this information is monitored in real-time.