Your EMS organization or fire department can monitor the social web using searches and RSS feeds.
Step 1: Create at least one Google Alert for your department, organization or business. Consider other alerts for names of key personnel, community name with key words like fire and EMS, and other search terms relevant to your business and interests.
Step 2: Use Twitter search to monitor Twitter for mentions of your department, organization or business.
Step 3: Watch for videos on YouTube that feature your vehicles, personnel, and stations.
Create the feeds you need using this very helpful RSS Feeds Directory.