Blog posts, news articles, videos, tweets, photo and more are out there everyday about your org. So how do you monitor them? Here at the American Cancer Society High Plains we use a great iGoogle Dashboard (we got the idea from HSUS) that is modded up with all kinds of RSS feeds. For instance we did a twitter search on American Cancer Soicety. When you do this you get the RSS feed of the search. Then we add that as widget in iGoogle. We then did a news search on google news. Grabbed the RSS feed and added that as awidget, etc. We have three tabs: Main, Friends and Competitors and Relay For Life. This helps us keep track of a ton of info.
For the searches we use:
Google Blog Alerts to our Gmail
DIGG Rss searches
Twitter Searches on a ton of keywords
Flickr Keyword Searches
and many more
Hope that helps!