You can subscribe to Google Alerts on keywords you are interested in and get email from Google when they discover new page with those keywords.
Make sure you subscribed to get alerts when someone mentions your company name and follow on what people are writing about you.
Also you can keep an eye on your competitors and on the industry news.
It doesn’t get any easier, if you haven’t done it yet, go right now, it will take a couple of minutes to do and will have long lasting benefits.
Follow the link: http://www.google.com/alerts