There are some standard methods for monitoring online activity.
For basic free monitoring there are recommendations and more for bought-in services.
Publicasity has some cool tools in its Publicasity Netvibes pages which aggregates a wide range of monitoring services and is up to date in real time.
There is also sentiment analysis for Google natural search at MediaDash and a prett comprehensive instant audit at TrackBuzzNow
There are some other service and the one with big buzz is TweetDeck capability for Twitter.
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