If you are using Social Media, you want to know how much attention you are getting and what people are saying about you (and your brand). To begin, you need Google Analytics — and you should look at it regularly (unlike me). There are two articles (here and there) about tools to listen on social media. The second article on PR 2.0 blog is a great list of tools, like Twitturly, with explanations of what these tools are / do.