According to CNET, IBM is describing a service:
...called the Public Image Monitoring Solution, that searches through reams of blogs, news stories and other material to distill useful information for companies.IBM is testing the application with its partners and the Morgan Stanley financial services firm. The new service would draw on IBM's text analytics and search software, WebSphere Information Integration OmniFind Edition.
IBM originally developed OmniFind to index and search information that resides within corporate networks. But it found that some customers were keen on learning what outsiders were saying on the Web about a given corporation, said Marc Andrews, IBM's director of strategy and business development for unstructured information.
Sounds like what Biz360 has been doing for years.