From Social Media Examiner:
#1: Brand Health
Do you know how people are talking about your service, your products or customer experience? Big brands spend lots of money managing their brand image, but small businesses also need to be aware of customers’ perceptions.
How are people talking about your service, products and selections?
Etlinger noted that people have no problem complaining directly to big brands, but might feel more reserved about criticizing a small business owner to his or her face.
Social media monitoring can help you hear what people are telling their friends, but might not be willing to tell you directly.
Beware that you can never hear the whole social media conversation about your brand. There are at least two reasons: 1) Twitter is capturing such large volumes that you can only hear about 5% of the conversation; 2) Privacy settings on Facebook prohibit non-friends from hearing many conversations.
These two factors make it critical to find ways to validate what people are saying. Small business owners may find it challenging to hear critiques, but put on your tough skin and ask some customers (in person and online).