Information overload is a very big problem. There are so many social conversations happening so fast that you can't keep track of them in your mind or on a piece of paper. You need to start organizing and creating silos of information you think have some value. This is one of the hardest parts of listening, deciding how to organize the information.
The first place you go on the Internet is Google so the easiest thing you can do is create folders of web site bookmarks. Categories should be very specific so you can easily locate information when trying to create an inbound marketing strategy. I have more than two dozen folders ranging from SEO principles to sales intelligence blogs. I reference them every day. If you're in more than two locations and you're trying to keep them organize you could try Google Bookmarks, which has a nice add-on for Firefox. Think of bookmarks as a collection of books you would not have if the Internet did not exist. But, it's much more. It's what the customer is thinking or saying what should be improved or what they would like to have. You have a mind reading tool at your fingertips.
Gathering and organizing web sites is a critical component of online listening. However, you must listen to other channels of information. One of the most recognizable is Twitter. You'll most likely come across Twitter when doing searches and collecting web sites. Twitter has even more information, coming at you at a more rapid rate then search engines. Search engine results can change from search to search but the maority of their content stays the same over the course of a few days or even longer. Twitter updates every second with new content, and you must use a tool to manage and keep track of all the discussions. Using a tool like Hootsuite or TweetDeck can keep the flow information in a logical, understandable format. Listen and organize what you hear, and you'll be on your way to creating a strategic inbound marketing plan.