There are several tools to monitor topics and/or brands of interest on the web. Google Alerts is certainly an easy place to start. The app does an automated search for you everyday and returns the results by email or RSS feed. Simple enough.
Twitter also has an advanced way to search for topics and/or conversations of interest. By utilizing the search function on Twitter, you can also find like-minded tweets, follow new people, and track trends.
Another site worth checking out is WhosTalkin, a social media search tool.
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