Reputation consultants at ICMediaDirect mention that companies should track online activities frequently so that a reputation management plan can be applied as rapidly as possible. By carefully tracking brand mentions and online reviews, brands, people, and agencies can be nimble in their method to handle online reputation management. By using a variety of monitoring tools, the task simpler and efficient. Google Alerts helps users to receive email updates on the latest Google results featuring brand mentions. To observe activities related to a brand on various social media platforms, entities must use the Social Mention tool that monitors preferred keywords.