Buzz comes and goes. You might have a blog, a site, a product that have gotten some attention in blogs in the past but now the novelty is gone. You are old news and no one writes about you. A more popular case is if you didn’t get attention at all. You got to keep your online presence fresh and you need to comment blogs, participate in discussions and respond to news in your area of interest (lets call it “target content”). All you need to do is to find out about new posts you need to respond to or new articles published on your target content. This sounds like a very hard task… almost impossible.
First subscribe to http://www.google.com/alerts
With this great service Google will notify you as soon as it finds a NEW page containing your search item. I will use “pixies” as the search term because they well … rock.
Then Subscribe to bloglines http://www.bloglines.com
Bloglines is a free service that makes it easy to keep up with your favorite blogs and news feeds. With Bloglines, you can subscribe to the RSS feeds of your favorite blogs, and Bloglines will monitor updates to those sites. You can read the latest entries easily within Bloglines.
You will need to add feeds that would refer you to new target content that is published. The best way is to add feeds of search results:
From technorati http://feeds.technorati.com/feed/posts/tag/pixies
From Google http://blogsearch.google.com/blogsearch_feeds?hl=en&q=pixies&ie=utf-8&num=100&output=rss
Both google an technorati scan the blogsphere in search for new posts and content. These feeds will refer you to all the new content found containing our search term.
If you scan these services frequently enough you will be on top of all new posts and news of your target content. Comment blogs, send emails to reporters make yourself visible!
This procedure is also great for business intelligence on competitors or your industry 
