It is important because over 2.6 billion consumers are now using social channels, and brands can’t afford to ignore social media, which is where customers now voice their concerns about a product or service and expect a speedy response when they complain. Social media monitoring platforms help firms find and quickly respond to frustrated customers while also letting them carry out market research more efficiently and effectively. For example, positive online reviews or posts about your brand’s products heavily influence purchasing behavior, and social media monitoring platforms allow brands to understand what consumers like and want to see.