"If I am a lawyer looking to use social media effectively, I am listening to key words and key phrases relevant to my area of law and the industry I represent. That’s in addition to the obvious ones – my name and the url of my blog.
I want company names, case names, regulations, and the names of other thought leaders. When such names are mentioned in influential sources – trade publications, blogs, Twitter, newspapers, and other mainstream media, I want it fed to me. I also want to have RSS feeds set up from relevant blogs and other influential sources. Twitter lists with the influencers and thought leaders are also critical.
With that sort of listening environment, I pick up a 360 degree assessment of the relevant discussion in my field. I can now strategically share what I am reading and engage in the conversation through my blog and other social networks.
Without such an environment, I am operating in a vacuum and totally in-equipped to take part in social media. Heck blogging and using Twitter without monitoring like that could be considered just making noise, rather than partaking in a conversation that builds trust, relationships, and a reputation."More here.