- Well, it depends on a few different aspects such as the pricing plans or a variety of features a tool can provide. You'll find tools that are free but lack some functions that can be found within paid tools. Speaking of the latter, there are those quite affordable, ranging from $30 to a few hundred per month, but also those that will cost an arm and a leg. The good thing is that all the tools offer free trials or product demos so you don't have to pay up front for something you might not be satisfied with. You should also remember that each tool comes with its own set of pros and cons and there's no a perfect tool that could give you any features you could imagine.
A great tool that helps me understand where and how people discuss certain topics like "Alternative to [MyCompetitorName]", "How to [Solve the problem I sell a solution to]" so I can engage personally and try to convert.
Brand24 is a great app, especially if you're a business prone to any type of social media critics (like every type of business, nowadays?). It's just a much better way to know what people are saying about your brand then searching it through Google.