I’ve written about how dedicated social media analytics tools can benefit brands and digital marketers. There’s another type of tool that every brand should be using, a brand monitoring tool. When someone on the Internet writes something about a brand, a product, a service, or a person, it's called a mention. Mentions can be in status update, a question, or an article. Good social listening is essential to maintaining a healthy and responsive online presence. Brand monitoring tools are an essential part of that because they monitor the Internet for mentions of keywords that you define. Those keywords might be your name, your company’s name, or product names, or other keywords related to your industry. Discovering those mentions can show you what people are saying about your brand, its products and services, which, in turn, can help you respond. But brand monitoring software is not all about being reactive. Brand monitoring software can help you be proactive in many ways. In this article I’m going to tell you seven ways you can use brand monitoring to improve your online presence, community interaction, and digital marketing.