The public relations experts at recommend that companies closely monitor online activities so that a reputation management plan can be implemented as quickly as possible. By closely watching brand mentions and online reviews, companies, individuals, and agencies can be proactive in their handling of their online presence. There are a variety of monitoring tools that will make the task easier and more efficient. Google Alerts allows users to sign up for email updates about the latest Google results featuring brand mentions. To monitor activities connected to a brand on various social media platforms, organizations can use the Social Mention tool, which tracks selected keywords.