There’s really no reason that you can’t stay up to date with who’s talking about your brand. You can be on your way in about 15 seconds.
Just create a series of brand related alerts using Google Alerts. Enter your terms (try your most important brands), select what you would like to search, and then choose the frequency of reporting. If you’re looking to stay on top of what bloggers are saying, just choose blogs or the comprehensive alert. For example, I have created an alert for this blog. I receive a notification about fifteen minutes after a new post has been released.
With an alert set for your brand (or just about anything), you can be certain that you’re getting the latest word from the blogosphere. It’s a great way to avoid surprises (and no doubt look smarter than everyone who’s not quite so alert).