Consumers consider and evaluate before they buy, and they have to have a positive experience before they will advocate a product and bond with the manufacturer as a loyal customer. Social media monitoring platforms can help organizations spot consumers at each one of the steps along this "consumer decision journey." As outlined in this McKinsey & Company article on Demystifying Social Media, brand and product managers have to respond appropriately at the right time. That might mean commenting publically on social media to get out ahead of a potentially damaging controversy, or it could mean quietly channeling specific comments to customer-service channels for one-on-one intervention. When the sentiments are positive, you can retweet or otherwise amplify the favorable customer reviews. You can also lead consumers toward helpful resources or time-sensitive targeted offers, moving them along the decision journey toward the sale.