Social media monitoring and online sentiment tracking are a great way to keep track of what's going on in regard to your business in the online world, but it's important to remember that no matter what method you choose to keep track of what is being said, that information is useless unless you know what to do with it. The ability to not only perceive what the customer wants, but to be able to act upon it as well, is what separates the average business owner from the great business owner.