At SES this year there were two great sessions that had to do with monitoring and/or creating buzz to your business an/or your business websites. Both of these sessions stressed that what you don't know can actually be detrimental to your business' reputation and livelihood.
One of the speakers, who I didn't know until SES but whom I was most impressed with, was Cameron Olthuis who is Director of Marketing & Design at ACS based out of Cerritos, CA. What I didn't know until recently was that Cameron is a contributing blogger to Neil Patel's Pronet Advertising blog, and he recently just posted a great article on what to monitor buzz wise for your company.
Cameron's article - 10 things you should be monitoring is a great summation of monitoring everything that has to do with your business from news alerts on your company name to even monitoring buzz about key employees. Keeping up with the buzz through industry trade blogs or industry news websites helps too. Check out his article, you're sure to take away a few ideas to implement!