What tools do you use to monitor trends?

Now we in the media need to stay on top of things where being current is concerned. It’s our job. Big companies use dedicated software by subscription to be alerted of mentions of their brand in real-time where the software scours the web and sends alerts of every mention of the brand, and associated terms.

For us trends tracking is so we know what’s hot and needs our attention for coverage and what’s just hit the fan. Twitter trends comes in handy, Google Trends too. What tools do you use to stay connected to what’s happening to a brand close home, or just to know what’s hot?

Tweetdeck does well for me