Tracking Twitter mentions brings tons of data. Social media monitoring tools collect all you need to
know about your brand's (or other keyword's) mentions: mentions' growth, mentions' sentiment (positive,
negative, neutral), most prevalent topics around your mentions, the share of voice compared to your
competitors, and more stats.
Besides, monitoring where your Twitter mentions come from — which locations, in which languages,
from which social media and other sources — can also be very important for developing your
company. For example, if you track mentions coming from locations that you don't usually market for,
this can be your chance to shine. The audience there already knows your brand, all they need is a little
push! On the other hand, if you monitor Twitter sentiment, you are better aware of the problems your
customers face and the traits of your product that they value most. Mentions monitoring and analytics
let you create the best possible product.