I like that it lets me know if my clients are talking about our business in their posts, but also gives stats as to how many times mentions were made of each post or hashtag we use for marketing purposes. It's not always accurate so you have to be sure what kind of media they're using (social networks). If someone talks negatively online - this will let us find out quickly! We can see who has been mentioning our products/services positively AND where those people come from too which helps with targeting future campaigns more effectively than other tools do now.