As manager, paying attention to your online community also means discovering who is talking about you outside of your immediate community. When people have constructive criticism, they don’t always bring it to you. They like to post it to their own blogs or networks to receive the traffic or create their own discussion.
Sometimes they’ll add criticism or controversy directed toward you or your brand because these kinds of updates yield lots of comments. If you don’t know where or how to look for online mentions, you won’t know what anyone is saying about you.
To find out what people outside your community are saying, try these tips:
Set up Google Alerts: If someone’s mentioning or searching for you, you’ll receive an e-mailed Google alert that includes a link so you can read the mention and comment, if necessary.
Twitter searches: Use a Twitter application, such as Seesmic, Hootsuite or Tweetdeck, or the Twitter search engine to set up a keyword search.
Google Blog Search: A search engine for blogs, Google Blog Search lets you do a keyword search that can help determine who is blogging about you or your brand.
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Source:http://www.dummies.com/how-to/content/how-to-find-comments-outside-your-online-community.html
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