Filter: credible & News reports. VS Opinion,forums,SM,#71

The ability to track your brand in a positive and credible manner can help promote your brand.

Likewise, the ability to track a competitors brand in a negative and credible manner can help promote your brand.
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To use in conjunction with these features

Furthermore, negative opinions/ credible posts on your brand can help you improve or address the issue.

For competitors it sugguest leads.

Lastly, position opinions on your brand attracts leads (refferences) as well.