The biggest benefit I see with this software (and all social media platforms) has to be their analytics! We use them for everything from identifying customer sentiment towards our brand or products in general as well as how they're interacting within specific posts/channels/etc and creating targeted campaigns accordingly - which can really help drive engagement rates up through more efficient targeting of users who are relevant vs those whose opinions could potentially hurt us if we don't engage / respond quickly enough etc). They've also recently introduced some great new features such as custom events tracking via API hooks so you have even greater power when looking into your data analysis capabilities than ever before but there's always room to grow here too :) There was nothing about it i disliked though - just minor points relating to functionality & process where certain aspects were made difficult due to changes coming out at an earlier date.
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