- Building your brand visibility and authority
- Increasing your influence with a target community
- Promoting your products and services
- Link-building and SEO
- Increasing the traffic to your website or blog
- Lead generation
I recently found a very good article on Addme.com which lists 20 Tools for Tracking Social Media Marketing.
These tools should be part of every one's Online Reputation Management toolbox. Let me know if you have any others to add to this list.