I use it to track the names of friends (so I can send the occasional "Hey, congrats on XXX") and competitors for a few niche products I've been building. More

I use it to track the names of friends (so I can send the occasional "Hey, congrats on XXX") and competitors for a few niche products I've been building. More lately, I've been using it to keep track of companies I'm advising -- I'll run alerts on key phrases to their industry, the names of their competitors, etc.