Whether we’re developing a relationship on or off-line with our members, we need to listen more than we need to speak. There are some great listening aids available to help us get a sense of what the market is saying about us and our association brand.
Google Reader – great tool, easy to use and I’ll let Google give you the tutorial.
Google Blog Search – one way to inflate or deflate your ego. I suggest you do keyword searches on your association name, acronym and some of your association leaders.
Technorati – search blogs and use their advanced search to refine and narrow your results.
There are also many advanced tools like Radian6 that take the data you receive and help you make better sense of it.