The new app, by Secoya, bills itself as the "premium tool for professionals who want to follow a specific brand, product, company or person."

This is the latest in a growing number of free or inexpensive tools that allow brands to monitor their online presence (either by reputation, mentions in conversations, etc.)

I wonder how this will affect many of the larger, expensive services that make a living off charging companies a lot of money for subscription-based monitoring software.

You gotta love the 2010 Web, eh?  Free and easy.