They’ve been around for awhile, but it’s worth taking a second look at the very simple but extremely powerful Google Alerts.
From Google News you can choose Google Alerts from a left hand menu. Enter a keyword and Google will email you everytime it finds something new with that keyword. By default, it only watches news stories, but you can choose “Comprehensive” from the dropdown list and it will also watch blogs and such—and email each time something is found with your keyword. You can also choose to get one email a day with all the links that contain your keyword, or get an email each time the keyword is found.
Now, if you watched a phrase like Revolution Strategy, you’d get an email every time a story or blog posting that contained Revolution and Strategy anywhere in the story was found—whether the two words were next to each other or not. If you put the words in quotation marks “Revolution Strategy” then you will only get alerts on the entire phrase.
Every company should be watching their own brand and product names. Follow up with bloggers and journalists that write the narrative that shapes your brand.