Rapleaf is one of a multitude of innovative start-ups currently driving the burgeoning social media monitoring (SMM) space. Going by names like Trendrr, Trackur, and Sentiment Metrics, SMM firms use sophisticated algorithms to collect and analyze the vast amount of personal data consumers leave in their online wake. Post a comment about a book on Amazon? Review a restaurant on Yelp? Rapleaf’s computers analyze your words and file them away in your "social graph."