I like that it allows me to see what my audience is saying about our brand, as well how they are talking with each other through posts or comments in order for them engage more effectively within their networks of connections - which can be very valuable information when trying out new marketing campaigns! It also helps us understand who we're reaching so much better than traditional methods such has Google Analytics does now (which isn't always accurate). The platform itself could use some work but once you've got your data set up correctly then all works pretty smoothly from there onwards; however this takes time/experience since not every tool will do everything straight away without tweaking etc., especially if using multiple tools at one point rather just sticking only 1-2 into an account initially might help speed things along somewhat? We have found great success by creating content tailored towards specific audiences via hashtags & keywords searches across various platforms including Twitter'; Instagram ; Facebook pages /.