Awesome! I've been thinking about this recently. It's nice to have this coming from the perspective of someone with a definite online presence but no business empire or social marketing pyramid. Like he says, maybe you just want to know what people are saying about you or engage in a conversation.
In addition to looking for what people say about you, you should look for what people don't say about you because they don't know you. Plug your keywords in those things and be there when conversation touches the subject you care about.