A few days ago I marveled how Salesforce.com rapidly responded to my tweet on Twitter about one of the company's products.

I asked Kingsley Joseph of Salesforce how he saw my tweet so quickly. He sent me a link to his Yahoo Pipes setup that tracks Salesforce's online word of mouth.

Yahoo Pipes allows you to build a single feed that is made up of other
feeds and dat). Kingsley's pipe tracks online mentions of Salesforce and other
company products across social media sites like Flickr, Technorati,
Bloglines, Digg, Techmeme, YouTube, Friendfeed and Tweetscan (for
Twitter.)

Kingsley is kind; he coded a generic pipe for CotC readers to track mentions about your company. Here's the pipe.

According to Kingsley, here's how to use the pipe:

In the search field, fill out the terms you want to track. For example, Salesforce Ideas could use: "salesforce+ideas", ideaexchange, ideastorm, dellideastorm, mystarbucksidea.
Usually the second field (URL fragment to ignore) should be .yourdomain.com . This is to prevent posts made in the your own blog/community from showing up. The dot before the domain is important.

The first time you run the search, Yahoo might return an empty list. To force it to go fetch feeds, click "More Options" and then click "Get as RSS". You can then hit back and re-run the pipe successfully.

Titles are de-duplicated and sorting is reverse chronological. Multiple search terms can be used and the matched term will be prefixed to the title of the post.
This doesn't do mass media, because there are good tools for that (Google Alerts come to mind).
Send any feature requests Kingley's way, but don't hold your breath. He's a busy guy : )