Have you used Google Alerts yet?
If you're too busy to go to Google to see the latest mentions of ... well, anything you search for, try setting up a Google Alert. They're email notifications of your search term popping up on the Internet somewhere.
For example, I've set one up with the term 'Eloqua' and whenever my company is mentioned, I receive an alert on my blackberry, pointing me to a news site or a blog or a newsgroup. It's a great time saver and you can use it to keep up to date on any term you like.