Social Media Buzz about Ultrabooks at CES 2012 Tracked by Software Designed by WCG by IntelFreePress on Flickr.

The online heartbeat of the Consumer Electronics Show is being monitored in real time by a team of data analysts and algorithm coders.

In a small private room above Intel’s booth on the trade show floor, members of the company’s social media team and a small group from WCG, a Texas-based communications agency, are monitoring the mass of conversations happening around CES. They are using a proprietary Adobe Air-based desktop application to collect and make sense of the buzz generated online by people either attending or following CES on blogs, forums, Twitter, Facebook and YouTube.