Panelists in the Social Media @Airports webinar were unanimous: even if you are not tweeting and Facebooking, you should be monitoring those channels (and others) for chatter about your airport/company/organization.
Fair enough, some participants said, but how? What do you use to monitor Facebook, Twitter, LinkedIn, and the like? Tools like Tweetdeck are useful (and free), but what about a paid monitoring service? Do you use them?
Please share your thoughts in the comments section.