Social Media Monitoring - What raw data would we need to capture?

Lets imagine we are going to start monitoring social media for our brands, products and services. First thing we need to do is start listing to what people are saying. These conversation are the Raw Data we can collect and later analyze.

What do we need to capture from social media if we are going to monitor it?

The online conversations represented by:

1. Blog Posts + Comments/Discussions
2. Video + Comments/Discussions
3. Photos + Comments/Discussions
4. Bookmarks + Comments/Discussions
5. Micro Blogging (Tweets) + Replies
6. Activity Feeds
7. Product Reviews
8. Forum discussions

Where the conversation are happened:

1. On the web: the web site and perma-links – the website is also important so that we can give appropriate source credits and creative-commons statements when display content to the users of our website/service.
2. In the real-world: physical address / geo-location

Who participated in the conversation:

1. Who wrote the comment, post, etc
2. Who the post/comment was directed at/to
3. Location in the current thread

What relationship (friends, fans, etc) exist for each person involved in the conversation:

1. For each user account identified in the conversation collect the friending information from the current website. For example – When collecting bookmarks from Digg, we will also collect the user that create the bookmark and the friends of that user on Digg.

Conversation Topic & Tags:

1. Collected the topics, tags and categories that have been used to explicitly organize the conversation on the source website.

Hopeful the above list is a good starting point. Would love to hear what else would you collect if you wanted to monitor your brand within social media?