Simple tracking of campaigns using RSS
A simple way of tracking the buzz around a campaign would be to use a Google Blog Search RSS feed. If you retrieved all the results from a specific search you could then see updates as more people started posting about the site.
Here is an example of an RSS feed for Resident Evil Extinction, this was created using this search within Google Blog Search. You can also subscribe to an Atom feed or even have Google email you when there is an update.
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