Receive a rapid notifications about interesting subjects / words showing up on your facebook pages, groups, rss, twitter.
It is an online tool that could fulfill couple of today's needs:
1) Taking care of company brand image
2) Searching for plagiarism
3) making rapid decisions upon information showing up on interesting subjects (investors, politics)
4) Tracking information about a particular person or a brand
In reality there may be many more applications of this tool.
data mining, RSS