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Here a very popular tool is social media monitoring, which gives us a chance for instance to check whether our strategy was right. Moreover, we need to also remember that thanks to the use of above mentioned software we can also conduct an analysis concerning which techniques and types of activities are exceptionally popular among our enterprise’s rivals. The second advantage of this alternative is also referred to brand monitoring that gives us a chance to acquire information regards the popularity of other brands. Similar knowledge is necessary to evaluate the strategic position of every business and to prepare a long-term guidelines concerning development of our enterprise. Therefore, if we would like to manage our enterprise according to the lessons taught by specialists in the field of modern management, we ought to not forget that such alternatives like brand monitoring are obligatory.