PR professionals take full advantage of social media to conduct research on their clients. PR people can set up Google alerts, use Twitter fall, and start Facebook groups in order to keep tabs on what people say about their clients. Research is an important tool in PR; you need to know everything, the good, the bad, and the ugly, that is being said about you company. One reason to do research is to monitor customer satisfaction, and if there is dissatisfaction you can find out why and fix the problem before it escalates into a crisis. There are many ways to keep up with your company’s image through social media, which means there is no excuse not to be on top of everything that is being said about your client.