This post is inspired by Beth Kanter's Tweet (Twitter message) about tools you can use to track who is talking about you, your brand or even members of your family . They are usually easy to setup read these two posts for more details.
Personal Branding Blog - Dan Schawbel : http://personalbrandingblog.wordpress.com/2008/09/29/5-free-tools-for-personal-reputation-management/ ( I like his quote “Social media is a career catalyst…it let’s you accomplish a lifetimes worth of work in a short period of time.")
Beth's Blog: How Nonprofits Can Use Social Media : http://beth.typepad.com/beths_blog/2008/10/backtype-anothe.html
Of the tools mentioned backtype is totally new to me . One tip from my side it that when you use http://search.twitter.com you can search for multiple terms using the OR and AND in between search terms
Example 1: shashib OR sashib OR shasib OR shashi OR "shashi bellamkonda"
Example 2 : Shawn AND "affiliate summit"
Happy searching !