An RSS feed gave the team something to review each morning. They used several scanning tools including TweetScan for Twitter posts, Google Alerts for industry terms, and Boardtracker.com to monitor technology forums and message boards.     Established a Twitter account The company used the account to supplement their blog. An example: They conducted a poll of Twitter followers about potential names for the company newsletter. I’ve been blogging for over five years. have to say, my expectations were pretty low. Shifted release time from 8 a.m.