The ability to see what is working well in our business and where we can improve upon it. Also being able to set up alerts for when certain keywords are used so that I don't have to be constantly monitoring my account. Sometimes there's lag time between when something happens and when you get notified of it. It would be great if they could provide more granular information about what happened or how things changed after an alert was sent out. We use this product primarily as a way to monitor mentions of our company online via social media platforms like Facebook and Twitter. This gives us insight into what people are saying about us, which helps with marketing decisions.