Critical Mention has started beta testing a new consumer-generated media (CGM) monitoring module that will give its clients the ability to track its presence on social media online outlets, in addition to the tracking service it already provides for television.

"I think it's a first step in what is really very necessary going forward," said Nick Peters, SVP of marketing and strategy for On the Scene Productions, a Critical Mention client. "The clients expect the same level of accountability [for the Web] that they've grown to expect from TV."