Remember how when you were growing up, your parents always told you not to gossip? Part of this, of course, is not to listen to gossip.

Well, that’s one bit of parental wisdom that you can toss to the curb as a small business owner. As a matter of fact, if you know how to use the internet correctly, you can actually use the gossip mindset to your advantage. As a small business owner, it is crucial that you know what others are saying about you. With tools like Google Alert and Tweetdeck, it’s easier than ever to eavesdrop on any gossip centered around your business.

As a matter of fact, a decent percentage of small businesses that have started really getting the hang of social media use the platforms as a way to learn what others are saying about them. This can be a huge competitive advantage over other small businesses that aren’t quite as social media-savvy.

With a tool like Google Alerts, you can use specific keywords—right down to your company name—to be notified whenever your brand or something relevant to your industry has been mentioned. This is one of the most effective ways to stay informed via the internet gossip circle.

The trick to this is to have thick skin, though. If you see negative feedback about your company, it’s not your duty to log on to Facebook and launch a tirade on those that dare to smite your name. Instead, use this social media advantage to work on improving negative feedback. Think of all internet conversation about your brand as one big customer survey or comment card. Use it to make important changes in the way you approach certain aspects of your business based on whatever information you’ve gathered online or in social media circles.

So while gossip is still something to be frowned upon, it can clearly be used in a positive way if you are a small business owner. Naturally, you should never be the one to start the gossip, but there is nothing writing with improving yourself based on what others have to say.