Today, FriendFeed is really lacking in their ability to do "vanity searches", essentially, searching your own user name and finding if you've come up. Instead, it will only find your own posted content. But with Social Median's new "replize" feature, you're notified automatically, assuming somebody uses the @ tag and your name.
In an example last night, Social Median founder Jason Goldberg, wrote simply, "@louisgray, what do you think?" responding to a story on the financial crisis on Wall Street. That note triggered an e-mail leading me back to the discussion thread on the site.
For people who want to track their mentions online, or to get alerted to conversations where they can engage, the new "replize" feature is a good addition, and Social Median members will likely rapidly adapt it. But if you want to reduce your e-mail message load, this solution probably won't be for you, especially if you're popular. Turning it off is a simple tweak in your Social Median settings.