Do you have someone in your company that looks at industry-influencing blogs and tracks mentions of your company in the blogosphere? I am guessing you don’t. Most companies still don’t understand how influential blogs can be.
RSS feeds and Technorati have made this extremely easy to do. It’s as easy as checking, or monitoring, a stock price.
Not only will it help your company understand how the (Internet savvy) public feels about your company’s moves, it will also help the company become a valued member of the community, provided it takes an open, honest stance to contributing.