Who’s talking about you, and what are they saying? "Ten Ideas for Corporate RSS Feeds" suggests:
Capture and publish the buzz. By setting up an RSS feed that captures and publishes everything that is being said about your organization online, you can keep your audiences up to date on the buzz in an automated, easy-to-manage manner. [...]

It used to be easy to ignore customer complaints, when the only weapons unhappy customers had were letters, phone calls, and faxes. Today one unhappy customer can tell his story on his blog, and before many hours have passed the story has blossomed  around the blogosphere, poisoning your company’s reputation.
Podcasts let you respond, at length. [...]