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The fact that it monitors keywords across different channels and that it's super easy to set up filters and get reports.
The pricing isn't ideal, especially if you don't have a large marketing budget.
Check out the competition to see if you find something with a better pricing model, especially if you're a small business with a limited marketing budget. However, after a free trial, you're sure to fall in love and become a user.
Media monitoring and finding out who mentions both us and our competitors. The biggest benefit is knowing when a crisis is about to happen and knowing what people think about our immediate competitors.