Zapier is an automation tool that helps businesses monitor brand mentions online by automatically sending information from one app to another, allowing users to take corrective action when necessary. This can be done through various workflows and integrations with social media platforms, review sites, and team chat apps like Slack and Microsoft Teams. Users can track brand mentions across multiple channels, including social media, websites, blogs, and news outlets, using tools such as RSS feeds and webhooks. Zapier also allows users to log endorsements and criticism, create tasks and follow up with customers who leave negative reviews, and automate customer support responses. By automating these processes, businesses can save time and stay on top of their online reputation.