The ability for me as an individual or small team to create our own content, which then gets pushed out automatically via social networks - such as Facebook & Twitter.
This means that we can keep up-to date with what people are saying about us without having to constantly monitor it ourselves! It's also great when you want your customers/clients to be able to see what others have said so they know how good / bad you've been doing (or not). I dislike that there isn't any way to use my existing CRM system. There maybe some integration available but I'm unsure if this is currently in place.