On March 24, Fallon launched a free, downloadable tool, called Skimmer (http://www.fallon.com/skimmer), for lifestreaming user social media updates. We’ve been mining the social web for conversations and mentions about Fallon and Skimmer. We will look at: a) Volume, Momentum, Reach, Linkage and Passalong, b) Sentiment and Insights, c) Conversion at Week 2 after launch.