Table of Contents
Key takeaways
- Social media monitoring tools track brand mentions, competitor activity, and audience sentiment across social platforms and the wider web in real time.
- The best social media monitoring tools combine broad platform coverage, fast alerts, accurate sentiment analysis, and integrations with your existing tech stack.
- Monitoring and listening serve different purposes: monitoring catches what’s being said right now, while listening analyzes trends over time to inform strategy.
- To get the most value, make monitoring a daily habit, customize your keyword tracking, and pair tool insights with human judgment.
Social media monitoring is the process of tracking mentions of your brand, products, competitors, or industry across social platforms. It involves following specific hashtags, keywords, and direct mentions to understand how your brand is being perceived.
Bonus: Download a free guide to learn how to use social media monitoring to boost sales and conversions today. No tricks or boring tips—just simple, easy-to-follow instructions that really work.
Social media monitoring vs. social listening
Social media monitoring vs social listening comes down to depth. Monitoring focuses on tracking data, while social listening goes a step further by analyzing what the data means.
Let’s take a closer look at their differences:
| Social media monitoring | Social listening | |
|---|---|---|
| Focus | Tracking specific mentions, keywords, and hashtags in real time | Analyzing broader trends, sentiment, and patterns over time |
| Goal | Stay on top of conversations and respond quickly | Inform strategy and guide decision-making |
| Timeframe | Short-term and reactive | Long-term and proactive |
| Use cases | Customer service, crisis management | Campaign planning, trend analysis, and audience insights |
| Key question | What’s being said right now? | What does it mean and what should we do next? |
The most effective strategies use both. Monitoring helps you stay responsive in the moment, while listening helps you understand the bigger picture and plan next steps.
Social media monitoring tools help marketers track conversations, mentions, and trends across platforms, now reaching 5.75 billion users globally, in real time.
Katelyn Rhoades, Founder of the social media marketing agency Enfluence Marketing Studio, says that social media monitoring tools are crucial for making data-driven decisions.
“These tools provide valuable insights into customer sentiment, brand reputation, and competitor activity,” says Rhoades. “They also help identify emerging trends, potential crises, and influencer marketing partnerships, all of which are crucial for a successful social media strategy.”
Social media monitoring helps brands stay informed, responsive, and proactive, even when conversations move fast.
Let’s dive more into the benefits of social media monitoring:
1. Crisis prevention
Social media monitoring is critical for crisis management and prevention.
Conversations move quickly on social, so catching a potential crisis early, whether that’s a product launch with a negative reaction or a customer complaint that’s taking on a life of its own, can help you manage the situation. This is where real-time alerts earn their keep.
“You can use social media monitoring tools to track mentions of your brand or products to really understand public sentiment and quickly respond to customer feedback or concerns,” notes Rhoades.
2. Customer service
Social media monitoring also plays a key role in customer service (and improving customer satisfaction).
It helps you catch questions, comments, and complaints as they come in, so you can manage customer interactions and respond quickly.
Source: CapCut
“Monitoring tools help marketers monitor and respond to customer inquiries or issues in real-time, ensuring a positive customer experience,” says Rhoades.
3. Build your community
Social media monitoring tools can turn your social channels into a platform for nurturing long-term relationships, says Alienore Lanson, Senior Account Manager at MG Empower.
“Effective social media monitoring lets brands be responsive to their audience’s pain points, allowing them to address specific issues as they arise,” shares Lanson. “By actively engaging with their audience and providing valuable content, brands can build and sustain deeper connections, enhancing loyalty and ultimately fostering a community.”
Source: Chewy
4. Track performance
An added benefit of using tools to monitor social media is that they support the measurement and analysis you’re already doing.
Aaron White, CEO of Outbound.com, a marketing platform that uses AI to automate advertising for small businesses, uses social media monitoring tools to track social media performance in real time.
“This allows for on-the-fly adjustments based on audience engagement and sentiment,” says White.
Choosing a social media monitoring tool comes down to matching coverage and speed to how your team actually works. Most social media monitoring software looks similar on a feature list, so the differences show up in the details.
Here’s what to compare before you shortlist:
- Platform coverage: How many social networks, forums, blogs, news sites, and review sites does the tool actually monitor? Half of U.S. adults use Instagram while 37% use TikTok. Coverage gaps are the most common reason teams miss a conversation.
- Alert speed: How quickly do new mentions and sentiment shifts reach your inbox or dashboard? For crisis response, minutes matter more than features.
- Sentiment analysis accuracy: Does the tool only sort mentions into positive, negative, and neutral, or can it pick up sarcasm, nuance, and emotional drivers?
- Integrations: Does it plug into your stack (publishing, analytics, CRM, collaboration) or will someone be exporting spreadsheets every week?
- Pricing transparency: Is pricing published, or do you need a quote? Check what’s included in the base plan versus what’s an add-on.
- Scalability: Can it support multiple brands, regions, languages, and team members as you grow? This is the deciding factor for social media monitoring for enterprise teams.
If you’re weighing two tools that look equally capable, run a trial on the same keyword set and compare what each one surfaces. The gaps become obvious fast.
Social media monitoring tools at a glance
Here’s a quick comparison of the 12 social media tracking tools covered below, so you can narrow your shortlist before reading the full breakdowns.
| Tool | Starting price | Free trial | Best for | Key differentiator |
|---|---|---|---|---|
| Perch by Hootsuite | $99/user/month | Yes | Teams that want monitoring, publishing, and reporting together | Quick Search listening included in every plan |
| Lumen by Talkwalker | Custom pricing | Demo available | Enterprise social and PR teams | Enterprise-grade listening across blogs, forums, news, and social |
| Brand24 | $199/month billed annually ($249 billed monthly) | 14 days | Online reputation management | Scores the reach and importance of each mention |
| Brandwatch | On request | No | Large teams with bigger budgets | A year of historical data plus 48 boolean operators |
| Mention | Custom pricing | Free trial available | Lean PR, comms, and social teams | Two years of historical mention tracking |
| Sprout Social | $199/seat/month | 30 days | Larger social teams with bigger budgets | AI-assisted replies |
| Agorapulse | $79/user/month billed annually ($99 billed monthly) | 30 days | Brands with heavy social ad comment volume | Syncs and manages social ad comments |
| Mentionlytics | $69/month | 14 days | Multilingual and global brands | Multi-language mention and sentiment tracking |
| Digimind | On request | No | Consumer and competitive insight teams | 82 languages with automatic translation |
| Reputation | On request | No | Managing an entire online presence in one place | Reviews and social in a single dashboard |
| Fedica | Free, with paid plans available | Free plan | Audience segmentation on a budget | Demographic-enriched listening |
| ReviewTrackers | Free with a Hootsuite plan | Included | Review monitoring | Pulls review sites into one stream |
1. Perch by Hootsuite
Perch is Hootsuite’s content planning, publishing, analytics, and monitoring tool. For day-to-day monitoring, you can build streams around keywords, hashtags, and mentions, then act on what you find without switching tabs, because publishing and reporting live in the same workflow.
The platform also “offers powerful analytics and social listening features, making it great for tracking mentions, hashtags, and keywords across multiple platforms,” says Rhoades.
Social listening is included in every plan (and free trial). With Quick Search, you can discover trending hashtags, brands, and events anywhere in the world, or dive deeper for personalized insights on your brand.
Additionally, you can use Quick Search to analyze:
- Key metrics: Are more people talking about you this week? What’s the vibe of their posts? Perch doesn’t just track what people are saying, it uses enhanced sentiment analysis to tell you how they really feel.
- Top themes: How are people talking about you? What are the most popular positive and negative posts about? Which other conversations are you showing up in?
- Results: Ready to get into specifics? The results tab will show you a selection of popular social media posts related to your search terms, and you can filter by sentiment, channel, and more.
Perch also connects to Hootsuite’s app directory, so you can extend your monitoring with integrations like Synapview for Instagram, YouTube, Reddit, and blog streams, or Disqus for comment moderation on your owned blog and media properties.
If you want to take social listening further, Lumen by Talkwalker layers on sentiment over time, top influencers in your space, audience demographics, and much more.
Key features:
- Quick Search for easy social monitoring
- Perch analytics for performance and competitive insights
- Perch’s industry benchmarking tool for wider, industry-specific intel
- App directory integrations to extend monitoring coverage
Price: The Standard plan is $99/user/month, the Advanced plan is $249/user/month, and Enterprise is custom priced.
Best for: Marketers seeking both everyday brand monitoring tools and advanced social listening tools across all major social media channels.
Psst: Perch now includes insights from Bluesky.
2. Lumen by Talkwalker
Lumen by Talkwalker is Hootsuite’s advanced social listening and intelligence platform. It monitors conversations across a wide range of data sources, including blogs, forums, videos, news sites, review sites, and social networks, even emerging ones like Bluesky.
You can use Lumen to analyze engagement, reach, comments, brand sentiment, key influencers and creators, conversation clusters, and more.
With real-time alerts and always-on monitoring, Lumen helps you spot important shifts before they spiral. Catch spikes in mentions, monitor emerging risks, and respond with the context you need to protect your brand and guide next steps. That combination of scale and speed is what makes it a fit for real-time social media monitoring at the enterprise level.
Key features:
- A wide range of filters for precise monitoring
- Analyzes and shares real-time alerts about engagement, reach, and sentiment
- Access to an extensive network of online data sources
Price: Book a free demo to learn more.
Best for: Large or enterprise social and PR teams looking for comprehensive monitoring and analysis across blogs, forums, and social networks.
3. Brand24
Brand24 is an AI-powered tool that sources mentions from across social media platforms, news, blogs, videos, forums, podcasts, reviews, and more.
Not only can you track brand mentions, keywords, and hashtags, but the platform also measures the importance and sentiment of each mention to help you prioritize responses.
Source: Brand24
Key features:
- Gathers insights from 25 million online sources
- Advanced sentiment analysis for positive, negative, and neutral mentions
- Measures the reach and importance of mentions
Price: Plans start at $199/month billed annually ($249/month billed monthly); 14-day free trial.
Best for: Marketers looking for a solution for online reputation management.
4. Brandwatch
Brandwatch is a social media monitoring and listening tool. The tool pulls data from 100 million online sources and includes a year’s worth of historical data, so you never miss a mention or a trend.
It also shares alerts to unusual trends in your data so you can stay ahead of any potential online crisis.
“Known for its robust social listening capabilities, Brandwatch lets marketers analyze conversations, spot trends, and assess brand sentiment,” says Rhoades. See how Hootsuite and Brandwatch compare on listening coverage and pricing.
Source: Brandwatch
Key features:
- Actionable insights from 100 million sources
- Offers a year’s worth of historical data
- Includes 48 boolean operators so you can specify your searches
Price: Pricing is available on request.
Best for: Large or enterprise social teams with bigger budgets.
5. Mention
Mention is a social listening and monitoring tool that pulls data from more than a billion sources, including news sites, blogs, Reddit, and major social platforms. You can create and save filters so you can zoom in on the data that matters.
The tool also includes sentiment analysis and visual reporting. You can track mentions of your brand or any topic up to two years in the past and set up alerts for unusual activity, which makes it useful for spotting slow-building shifts as well as sudden spikes.
Source: Mention
Key features:
- Social media mentions and topics pulled from one billion sources across the web and social
- Social listening capabilities such as measuring share of voice
- Real-time notifications
Price: Custom pricing for its Company plan; free trial available.
Best for: Busy marketers looking for a simple monitoring tool for PR, comms, and social activity.
6. Sprout Social
Sprout Social is a social media management platform with built-in monitoring and analytics tools.
It helps you track brand conversations, understand audience demographics, and identify key influencers in your space. Hashtag tracking, mention monitoring, and sentiment analysis are included, with more advanced social listening available as an add-on.
Check out how Sprout Social compares to Hootsuite.
Source: Sprout Social
Key features:
- Notifications when there’s been a spike in mentions
- AI-assisted replies
- AI-powered sentiment analysis
Price: Starting at $199 per seat/month; 30-day free trial.
Best for: Larger social teams with bigger budgets.
7. Agorapulse
Agorapulse is a social monitoring and listening tool that helps social media managers maintain oversight of social mentions.
It lets you organize conversations and competitor activities, and even track negative competitor mentions. You can also manage comments on your social ads for Facebook, Instagram, and TikTok.
Source: Agorapulse
Key features:
- Customizable monitoring feeds to filter specific phrases and platforms
- Organize and label customer conversations and competitor activity
- Synchronize and manage social ad comments
Price: Free 30-day trial, then plans start at $79 per user/month (billed annually, or $99 per user/month billed monthly, with an additional cost per additional profile).
Best for: Brands looking to streamline their social media monitoring and listening strategies, especially those dealing with high volumes of activity on social ads.
8. Mentionlytics
Mentionlytics is a professional-grade tool designed for comprehensive monitoring across all social platforms and the broader web.
A multilingual brand social media monitoring tool, it tracks mentions, keywords, and sentiment in multiple languages, catering to a global audience.
For social media managers who have clients across the globe (or audiences who speak multiple languages), this app helps you see the big picture.
Source: Mentionlytics
Key features:
- Multi-language support
- Tracks media and social mentions, keywords, and sentiment
- Advanced sentiment analysis detects emotions in every mention
- Filtering capabilities by keyword, source, sentiment, country, language, and more
- Integration with Hootsuite, so you can assign and reply to mentions right from your dashboard
Price: 14-day free trial, then plans start at $69/month (a limited-time offer brings the Basic plan to $49/month billed yearly).
Best for: Marketers in need of a monitoring tool that supports multiple languages across all social platforms, web sources, and review platforms.
9. Digimind
Digimind is a social media listening platform built to track conversations across a wide range of online sources.
It monitors hundreds of millions of sources, including blogs, forums, and major social platforms, across 82 languages, with automatic translation built in. AI-powered analysis helps surface trends in mentions and sentiment so you can quickly understand what’s happening and why.
Source: Digimind
Key features:
- Unlimited social and web monitoring
- Real-time updates
- Geolocalization capabilities
Price: Pricing is available on request.
Best for: Marketing teams interested in brand monitoring to collect consumer and competitive insights.
10. Reputation
Reputation is a reputation management platform with social media monitoring capabilities.
It helps marketers track brand and competitor mentions across thousands of digital channels, making it easier to run competitive analysis and benchmark performance. Real-time sentiment insights also help you spot trends as they emerge and identify opportunities to join the conversation.
Source: Reputation
Key features:
- Manage and reply to online reviews in one dashboard
- Real-time alerts for relevant mentions, keywords, or activity
- Compare mentions and share-of-voice with competitors
Price: Pricing is available on request.
Best for: Marketers and comms professionals who want to manage an entire online presence in one place.
11. Fedica
Fedica is an AI-driven social media monitoring tool that helps you identify and engage with accounts aligned with your target demographics. This is one of the most demographic-focused social media monitoring tools out there.
With AI-driven analytics tools and advanced social listening features, Fedica can help you amplify your messaging and engage more effectively with various audience segments.
While Fedica can publish content across multiple social platforms, it lacks trend analysis, workflow management, and calendar management features. However, Fedica integrates with Hootsuite, so you can use these tools together.
Source: Fedica
Key features:
- Discovery of social media accounts matching target demographics to build a relevant audience
- AI-driven social media analytics for segmented audience engagement improvement
- Advanced social listening for hashtags, keywords, and post reach with demographic-enriched analyses
- Email alerts for brand mentions, keyword notifications, and trending topics by geography
Price: Free plan is available, along with paid plans (see Fedica’s pricing page for current tiers).
Best for: Social media managers who want to amplify their messages to specific audiences but don’t need in-depth campaign analytics.
12. ReviewTrackers
ReviewTrackers monitors review websites (think: TripAdvisor and Google) and consolidates them into one stream within your Perch by Hootsuite dashboard.
Plus, you can categorize the reviews based on sentiment or source, so you can prioritize which ones you want to respond to or share.
Remember: social monitoring isn’t limited to social channels. It’s important to be aware of what customers are saying about you everywhere online, including in online reviews. ReviewTrackers helps you do just that.
Key features:
- Filter reviews by sentiment or source
- Reply directly to reviews from Facebook and Google
- Share reviews directly to your social channels via Perch
Price: Free with your Hootsuite plan
Best for: Monitoring online reviews in real time
Hootsuite’s app directory also includes a Reddit stream app from Synaptive, so you can follow keyword-specific Reddit conversations alongside your other monitoring streams.
Free social media monitoring tools worth trying
If budget is the constraint, several of the free social media monitoring tools and trials above will get you started without a purchase order:
- Fedica: Offers an ongoing free plan, with paid tiers also available.
- Perch by Hootsuite: Includes Quick Search social listening in the free trial, so you can test monitoring, publishing, and reporting together.
- Agorapulse: A 30-day free trial, the most generous window on this list.
- Sprout Social: A 30-day free trial of its monitoring and analytics features.
- Brand24 and Mentionlytics: Each offers a 14-day free trial.
- Mention: Offers a free trial of its monitoring features.
- ReviewTrackers: Free to add if you already have a Hootsuite plan.
Free plans and trials are a good way to compare alert speed and coverage on your own keywords before committing.
Having the right tool is one thing, using it effectively is another. Here are four expert tips to help you get it right:
1. Make monitoring an ongoing activity
Reviewing your mentions should be part of your daily routine. Even when there’s no crisis to manage, your mentions can surface insights and opportunities that shape your marketing strategy over time.
“By treating monitoring as an always-on consistent activity, you gain a deeper understanding of audience behavior over time, rather than just focusing on the immediate impact of content,” says Lanson.
“This continuous monitoring helps identify patterns, trends, and shifts in audience sentiment, providing a more nuanced view of how content resonates.”
2. Customize keywords to track
Every monitoring strategy starts with the right keywords.
At a minimum, track your brand name, competitors, and any branded hashtags. From there, add product names, industry terms, and common phrases your audience uses so you don’t miss out on relevant conversations.
Source: Taco Bell
The more specific your tracking, the better your coverage, and a dedicated social search tool can help you zero in on the right conversations. And don’t forget to set up alerts for these keywords, suggests White.
“My top tip is to set up alerts for key terms, like your brand name, industry-specific terms, and competitor names, so you can respond quickly when needed,” he shares.
3. Set alerts for unusual activity
A sudden spike in mentions or a drop in sentiment can signal anything from a marketing campaign backlash to a competitor move. The earlier you catch it, the faster you can respond.
Social media monitoring tools are essential for brand reputation management. They can alert you if mention volume surges, or if the social sentiment meter is ticking to red. Because a social media crisis (or just a regular PR crisis) can arise at any time, these alerts are critical.
But the right tool doesn’t just flag issues. It provides real-time insights to help you make informed decisions about your next step.
4. Add a human touch
Social media monitoring tools are just that: tools. They’re meant to support your strategy, efforts, and activity, but they aren’t a replacement for the experience and creativity that social media marketers bring to the table. Forrester predicts a third of companies will erode trust in 2026 by deploying customer-facing AI without adequate human judgment.
In other words, they surface the data, but it’s up to you to interpret it, connect the dots, and turn it into something meaningful.
Lanson believes that a human perspective is equally as important as the data itself.
“By incorporating our creativity into monitoring, we become more strategic and precise in analyzing results,” says Lanson.
“One way we do this is by exploring specific keywords that might be relevant to a particular brand but aren’t always picked up by tools. This manual, intuitive approach helps us identify nuanced trends and opportunities that might otherwise go unnoticed.”
FAQ: Social media monitoring tools
What are social media monitoring tools and how do they work?
What are the best social media monitoring tools for brand tracking?
How do businesses use monitoring tools for brand mentions and reputation management?
What is the difference between social media monitoring and social listening tools?
How do monitoring tools help detect risks and trends in real time?
Are there free social media monitoring tools?
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