I'm well aware of 'social mentioning' platforms that can be utilised for business, but often they are very costly which rules them out if you a small business. Equally the simple answer would be to employ more staff to monitor SM channels, but in the real world this isn't generally possible. I manage 10+ SM accounts and use a paid version of Hootsuite to keep an eye on Twitter as this is my core source of content. The remaining channels are set up with email notifications so I don't miss anything.. Luckily the accounts have manageable traffic so I don't get swamped.. I agree if there's a high volume of conversation happening a good 'monitoring' tool is needed.