It is important to listen to what is being said about your brand, not just to know what is going on, whether you are receiving any negative publicity or comments that need to be addressed, but also to know what you are doing right, so that you can do more of it.
How do you monitor online conversations about your organisation?
Comments and messages on Facebook
Tweets/retweets on Twitter
The above are basic conversation monitoring tools. For more see the list below:
Set up Google Alerts for your organisation and the field you operate in.
HootSuite allow you to monitor basic volume of interactions.