What should every company be monitoring?

Just came across a very interesting blog, Started by Cameron Olthuis on his blog, Pronet advertising:

1. Company name
2. Company URL
3. Public facing figures
4. Product names
5. Product URLs
6. The industry “hang outs”
7. Employee activity/blogs
8. Conversations
9. Brand image
10. Competitors
11. Images/video like YouTube, Flickr, TVEyes, Google Video and Yahoo Video
12. Tags and Social search tools like del.icio.us
13. Social Voting tools like digg.com
14. Memetrackers like Techmeme.com
15. “Advanced Listening”
16. Feedback URL and link threads
17. “Voice of the Customer” log to track sentiment, instance, and/or voice.
18. Develop new roles to such “Brand Monitor” or “Blogosphere Watcher”
19. Self-clipping services like Google or Yahoo alerts for keyword mentions, but also audio and video hits as well…services like PODZINGER for example to ascertain conversational audio levels
20. Media mentions by news features in search engines such as Google or Yahoo
21. Relevant media news wires, such as Reuters (Intl.), AP News (U.S.), U.S. Newswire, CCN Matthews (U.K., Canada, Intl.), CNW Group (Canada), Mercopress (South Africa), allAfrica (Africa, general) and HR Net (Eastern Europe).
22. Utilize RSS and aggregators like Bloglines in order to aggregate, integrate and assimilate all relevant incoming and outgoing moments of truth.
23. Use wikis like PmWiki to discuss and debate pretty much everything from 1-19 and most importantly attempt to turn all the talk/conversation into walk/action.
24. Repeat steps 1-20 to look outside of your own circle. Evolve the perspective from yourself, through your direct competitive set to your indirect competitive set and ultimately to your aspirational/non-endemic/non-competitive set. This is where you want to follow the leaders so to speak – Apples, Nikes, Googles or whichever company you admire.
25. Create a PROACTIVE capability/budget in order to QUICKLY execute against everything you’re monitoring.
    Conversely, have a REACTIVE process in place to comprehensively and compellingly respond, especially when you’re on the bumpy receiving end of the stick.
26. Search Term Volume
27. Search Term Rank
28. Relevant Wikipedia Entries
29. Third Party Influencers
30. Key Stakeholders
31. Press release pickups
32. Blog pickups using services like Technorati
    

What are your thoughts on this list? Would you add/take away anything?