It would be interesting to watch conversations surrounding your product name, company name, or CEO. Twitter makes it simple by typing in the relevant keyword. You would observe the conversation of people as they discuss these topics and sense what they say and their emotions about the subject matter. The brand monitoring on twitter would give instant real time notification and provides opportunity for real time intervention. You would also monitors the trends and make appropriate enhancements or modifications to the product from the instant feedback received from twitter. Now twitter search is increasingly used as a tool for searching online even though google out beats all other media with regard to online search. There are some simple tools to monitor a brand on twitter. Tweetdeck or Topsy would be efficient tools to do twitter brand monitoring. You may also track via keyword or hash-tag along with the mention/RT tracking on the homepage. If you have a blog integrated with twitter, then you would make the task even simple by adding Tweet backs and RT’s as comments to the blog. Monitoring the brand in twitter would make the brand owner get updated with the live feedbacks, appreciations or criticisms about the brand.