Of course, as the focus is on consumer conversation online, the social web or social media plays a huge part in this engagement approach. Somatica don't claim to be social media guru's (Who in their right mind would?) But they do know a thing or two about online interaction and engagement; this includes consumer and brand and consumer to consumer. So, only eight months old, and I'm really, really pleased that Somatica has been "Highly Commended" in the 2009 econsultancy Innovation Awards, specifically the Customer Insight and Market Research category. The "Highly Commended" position is interpreted as second place (hence the Susan Boyle reference regarding Britain's Got Talent). Many congratulations to Insites ConsultingUK, who won the category.