The site remains in beta with a variety of improvements and tweaks under way, said CEO Juan Alvarez. But the small, self-funded company is already selling reports based on its data-collection efforts.

"Most of these tools have some level of accuracy," said analyst Ray Wang, CEO of Constellation Research. "However it depends on what percent of the population is really on social media."

While Amplicate is clearly reaching many end users, "it's definitely not the entire spectrum," Alvarez concedes.

But that's exactly the point, he argues. It's a question of influence.

"These are the people who have a voice and talk about companies on social networks, so it's very important for companies to follow them and engage with them."