Ability to go online and watch for your name, the name of your business, the name of employees, and even the names of your kids. If anything is mentioned about you or your business can get notifications for it, intercept if it's negative. If it is positive, can use it for marketing campaigns. It helps to keep a great reputation for the business to ensure you're not losing out on potential customers due to bad reviews floating around the web. Reputation takes years to establish and minutes to ruin. It is a vital component of the business.