Try Radian6
Was lining up an interview for Meetings Podcast with Radian6, a social media monitoring solution. I was trying to connect with the David Aslton VP of Marketing but Tom Hasselman an account manger with Radian6 offered to run me through the service online with Go-to-Meeting. I could see his computers desktop clearly through the service and he talked me through the features and benefits. I am totally fascinated on how Radian6 works and I can see how this is where we are headed with social media. Seeing who is talking about your brand and what good or bad conversations are happening and being able to pounce on both. In my opinion (mike mcallen) the implications of this type of monitoring service is going to eventually be a part of every companies marketing division. I look forward to talking with David on the podcast and learning more about Radian6. In the meantime I recommend heading over to Radian6 and talking to Tom Hasselman. Have him run you through a quick demo. www.radian6.com

Another step in this process is how you are going to respond to these online conversations:

Some things to think about when responding:

Talk to customers and commenters as Human beings it will get you a long way.
Always ask if anyone needs help and give it to them.
Figure out how you can help customers and commenters the best.
Flip negative comments and make that commenter a evangelist for you anyway you can.