Key Take away: Set up monitoring of all social media channels and respond whenever possible to issues relating to your core product or services.
One of the best ways to stay on top of any kind of media trend these days is to stay on top of twitter. Social Media moves as fast as the latest tweet - to the tune of millions of tweets an hour. Setting up monitoring software to look for specific feeds, #hashtags, mentions or talk backs can easily be done with all kinds of easily available software. Of course the Hubspot suite does this particularly well.