The next Nielsen for Social, SeeVibes, buys TvTweet and expands to Europe

"Seevibes provides a comprehensive analysis of the Facebook and Twitter audiences of a TV show and to demonstrate their affinity with a brand, thereby enabling the optimization of a media plan and promotional projects."

Sounds pretty cool but I wonder if Twitter / Facebook can easily enable this in their analytics? I guess they can also just buy SeeVibes.

On another note - I wonder if Nielsen uses social media to measure because if not, they're behind.