Make a bee-line for:
Monitor it using the RSS feed each individual search produces.
* Enter fragments of phrases that customers use most often to: complain about current providers/products, express need explicitly, express need indirectly, ask their network for help with, etc. etc.
* Scan those feeds a few times per day or set up a daily email so you can scan them—to keep it simple.
* Cherry pick opportunities to: Contact leads directly and close the sale, contact leads and nurture the sale, conduct market / competitive research, etc.
Hope this helps.
I highly recommend not doing what 98% of social marketing gurus tell you to do—and what most major brands do with it (broadcast and/or use it as they would email to conduct customer service).