Whether you think Brands should have a relationship with their consumers (and build Tribes) or you believe that Brands aren't in the business of 'making friends' (according to this New York Times article - the banner ads in social media sites just aren't working) you can't ignore them altogether.
Regardless of where you fall on the issue - the following list will give you a starter kit on where to go to make sure you are a part of the conversation.
- Google - http://www.google.com (be sure to set up a google alert to watch for mentions)
- PR Newswire RSS - www.prnewswire.com
- PR Newswire Widget - http://www.prnewswire.com/rss/rss_googlegadgetfaq.html
- Yahoo - http://my.yahoo.com
- Netvibes - www.netvibes.com
Blog Search Engines:
- Technorati - www.technorati.com
- Google Blog Search - http://blogsearch.google.com/?tab=wb&hl=en
- BlogPulse - www.blogpulse.com
- Ice Rocket - www.icerocket.com
- Twitter- www.twitter.com (be sure to set up a twitter alert to watch for mentions of you)
- Jaiku - www.jaiku.com
- Pownce - www.pownce.com
- Delicious - http://del.icio.us
- Digg: www.digg.com
- Newsvine: www.newsvine.com
- StumbleUpon: www.stumbleupon.com
Tools for SEO:
- Google Trends: www.google.com/trends
- Google Insights for Search: http://www.google.com/insights/search
Wikipedia - www.wikipedia.org - with user provided content, it is a good bet to double check entires for your company, products, and senior staff - just to be safe.