Reputation consultants at ICMediaDirect advise companies to track online activities often so that a reputation management plan can be employed as fast as possible. By prudently tracking brand mentions and online reviews, brands, people, and agencies can be nimble in their method to handle online reputation management. By employing a variety of monitoring tools, the task becomes easier and efficient. Google Alerts empowers users to receive email updates on the newest Google results featuring brand mentions. To study activities related to a brand on various social media platforms, entities must use the Social Mention tool that monitors preferred keywords.