Here's a convenient little app from LinkedIn - it watches Twitter and catches tweets referencing keywords associated with your profile (companies, schools, etc.)
Company Buzz is an application that allows you to see what people are saying about companies and topics you care about. Company Buzz uses information from your profile such as companies and schools to find relevant discussions on twitter. Company buzz also shows you how frequently your company or topic has been mentioned and the top words associated with your company and the topic. You may add new topics and customize existing topics with new search terms to get just the results you are interested in.
(Marginally) more info here.