Top 25 Social Media Analytics Tools: The Definitive Guide

The Top 25 Social Media Analytics Tools

[Updated in June 2020, for a brand new Social Media Analytics Tools comparison!]

Did you miss our previous article on the 27 best Hashtag Analytics strategies? No worries, you can read it here: https://keyhole.co/blog/hashtag-analytics-27-actionable-strategies/

It can be a daunting task.

You’ve asked everyone and every query tool for the best social media analytics tools and you’re still unsure which to use. And you don’t have the time and money to waste using a tool only to find out later on that it doesn’t suit your needs. 

Whether you’re asking other marketers or searching on Google, it can be quite confusing — with every brand making enticing promises.

How do you know which of them would deliver on their promise? A good complete guide is a great place to look.

Here’s a guide showing you the top 25 social media analytics tools, and how they work.

Looking for a specific tool? Jump ahead:
1. Keyhole
2. AgoraPulse
3. Brandwatch
4. BrandMentions
5. Meltwater
6. Reputology
7. TapInfluence
8. Hootsuite
9. NetBase
10. Oktopost
11. quintly
12. Rival IQ
13. Social Studio
14. Sprout Social
15. Socialbakers
16. Brand24
17. Mention
18. Followerwonk
19. Iconosquare
20. Audiense
21. Tailwind
22. TweetReach
23. Falcon.io
24. Minter.io
25. Snaplytics

Read moreTop 25 Social Media Analytics Tools: The Definitive Guide

Keyhole Social Media AnalBottleRock

How BottleRock Music Festival Amps Up Influencer Engagement with Keyhole

Updated on May 24th, 2020.

BottleRock is a Napa Valley music festival that aims to bring together the best of Napa culture- wine, music, food and more wine, in true Napa fashion.

Jump Links:

Identifying and Finding Influencers
Identifying Trends by Tracking Hashtags Year-Round
Sharing User Generated Content Live At Your Event
Optimizing Content

“When people come to Napa, the first thing that they think of is great wine. What goes along with great wine is great food, and what pairs perfectly with food and wine is music. Add beautiful rolling hills, vineyards, and world-class hospitality and you have what we call BottleRock Napa Valley.”

-Jasa Laliberte, Marketing Manager.

Jasa Laliberte for BottleRock for Keyhole

The festival was originally started in 2013, and by 2015 was selling out. In 2018, with an impressive lineup, festival tickets sold out earlier than ever before, spurring successful sales and a dedicated fanbase in the years of the festival after.

“We really focus a lot on customer experience, paying particular emphasis to our 4 different levels of VIP and providing an all-around amazing experience for the concert-goer from start to finish. In the same way that Napa provides such amazing hospitality, we try to do the same thing at our festival.”

Why Keyhole?

The marketing team at BottleRock accomplishes some pretty awesome feats through our tool year-round. Check it out! They include:

Identifying & Finding Influencers

Jasa’s team is able to regularly find and engage artists and influencers they didn’t know were speaking about BottleRock through Keyhole’s Influencers feature.

The ‘Influencers’ tab in Keyhole shows top users engaging with your hashtag or keyword, allowing you to engage with them and their content directly from the platform.

“Before Keyhole, I wasn’t seeing some of the bigger accounts that were talking about us. I just never knew they were out there being a positive influencer for us! So now I’m definitely looking into those people. We have kind of a daily ‘a-ha!’ moment with Keyhole.”

Identifying Trends by Tracking Hashtags Year-Round

According to Jasa, Keyhole’s biggest impact is saving time by clearly depicting cross-platform data.

We asked Jasa what she did before Keyhole, to which she laughingly replied, “Well, I had lots of spreadsheets!”

“The biggest thing that’s been helpful for us is being able to actually see our overall impressions online. The data was on different platforms and we were not able to see what other people were saying about us very easily. Now we are actually able to put a number and a statistic behind it.”

By tracking relevant hashtags and keywords year-round, Jasa’s team is also able to identify relevant trends as they happen, and adjust their marketing strategies and event accordingly.

“The biggest things are the analytics behind it, the numbers. We’ve tracked hashtags for the last 5 years, but we’ve never done it all year round–so it’s been beneficial for us to see different trends and quantify them.”

By being able to identify trends and track keywords and hashtags, it brings numerous benefits to the team by being able to measure reach and engagement, benchmark against competitors or other similar festivals, as well as track how people feel about milestones such as lineup announcements. 

Sharing User Generated Content Live At Your Event

Keyhole offers a Media Wall feature that’s extremely easy to moderate, and allows your audience to share content and connect on any sized screen. 

Whether it’s a massive jumbotron or simply a mobile app, help your event attendees connect and share experiences through the Media Wall feature. 

BottleRock uses Keyhole’s Media Wall to live stream content that festival attendees share on their social media to enhance the experience.

The team can also control what is actually being displayed on the Media Wall with the handy moderation feature – filtering out any content that may be inappropriate or irrelevant. 

Optimizing Content

Lastly, Keyhole helps with content creation by giving insight into the types of conversations users are having.

Keyhole’s word cloud for the ‘#BottleRock’ Keyword tracker shows what else people discuss when talking about Napa online.

“It is influencing our strategy. As we are moving to figure out specific copy and content, we are looking at what we’re putting out there in terms of hashtags and keywords, and figuring out what themes and trends we are seeing…what is being engaged with the most. We try and find that theme and replicate it.”

The word cloud helps to identify relevant themes and topics that can bring insights into marketing strategies by shining light on subjects that are also being buzzed about. 

Keyhole Streamlines Marketing Processes

Overall, Keyhole’s data has helped BottleRock’s marketing team save time and simplify their processes, allowing them to focus on what’s most important: creating unforgettable festival experiences and selling out year after year.

What can Keyhole do for you? Sign up for a 3-day free trial and find out!


Related Articles:

Broadcast and Media Companies: Improving Performance with Social Media Analytics

How NBC Universal Uses Keyhole to Flag Security Breaches


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

How Are Impressions Calculated?

Every marketer wants to know the impact of their campaigns, and impressions are a calculation of just that.

Jump Links:

What are Impressions?
Why Should You Track Impressions?
How Are Impressions Calculated?

What are Impressions?

Impressions are the total number of exposures to your content. This can include the same person seeing your content multiple times.

Impressions are tracked on many different platforms. For example, how many times people see your Instagram posts, or how many times your ad is displayed with Google Ads.

Impressions are often confused with reach. While reach counts the number of people who saw your content, impressions count the total number of views.

Why Should You Track Impressions?

Impressions tell you how many times your content has been viewed, so that’s interesting on its own. But your impressions give you more information when you compare them against other metrics.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

For example, content with a high impression to reach ratio mean that people are re-viewing your content many times—which probably means they like it!

Or, if you have lots of Instagram followers but relatively few impressions, it could mean that you may have followers that don’t spend very much time on Instagram, and you may want to target a different demographic.

How Are Impressions Calculated?

On most platforms, an impression is tracked every time your content visibly appears in someone’s feed.

On a platform without a feed, like Snapchat for example, a “Story View” would be considered the same as an impression.

How to Measure Impressions

Most platforms give you impression data directly on a post’s analytics. On Instagram, for example, you can go to your profile and tap “Insights” to see your posts’ impression data.

To track all your impressions in one place, you can use a social media analytics tool like Keyhole.

Keyhole will not only show you the total impressions you achieve on your posts, but it will also help you identify content that is likely to get the most impressions before you even post!

This can help you pick strategies that are more likely to result in increased viewership.


Related Articles:

What Is Social Media Reach?

Reach vs Impressions


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

How Do I Measure Hashtag Performance?

Hashtags are a powerful tool in your marketing toolbox, but only if you use them strategically.

To measure hashtag performance, you’ll need a hashtag analytics tool.

Using a hashtag tool, you’ll be able to track how your campaign performed, but also uncover key findings about your audience and your competitors.

Jump Links:

Why Should I Measure Hashtag Performance?
Which Hashtag Metrics Should I Track?
How to Measure Your Hashtag Performance

Why Should I Measure Hashtag Performance?

You should always aim to prove the effectiveness of your marketing campaigns. Here are a few great reasons to measure hashtag performance:

  • Measure Reach & Engagement
    • Learn how many people saw your hashtag
  • Identify Your Audience
    • Track the demographics of the people who use your hashtag
  • Segment Your Audience
    • A/B test your hashtags to find your desired audience
  • Identify Influencers
    • Find influencers that give you the best ROI
  • Competitor Research
    • Benchmark yourself against competitors
  • Sentiment Analysis
    • Track how people feel about your brand

Which Hashtag Metrics Should I Track?

What success looks like to your brand will depend on your business and social goals and the metrics you used to track those goals.

Here are some hashtag metrics you can track:

  • Posts – How many people posted with your hashtag?
  • Users – How many unique users posted using your hashtag?
  • Engagement – How many likes, shares, and clicks did your hashtag receive?
  • Reach – How people’s feeds did your hashtag show up on?
  • Impressions – How many times did your hashtag get viewed (including repeat users)?

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

How to Measure Your Hashtag Performance

Tracking your hashtag’s performance is easier than you may think. Here are X easy steps:

1. Get a Hashtag Tracking Tool – Start off by getting yourself a hashtag analytics tool like Keyhole

2. Input Your Hashtag – This can be your hashtag or a competitor’s hashtag

3. Select Your Platforms – You can measure your hashtag across any popular social platform

4. Wait! – Give your hashtag some time so you don’t make conclusions on a small time sample

5. Analyze Key Metrics – Using the metrics above, analyze your hashtag’s performance

6. Gain Insights – Keyhole will show you your hashtag’s top posts, related topics, top influencers, websites, and audience demographics

7. Create Reports – Report on your hashtag’s success to your key stakeholders

8. Do it all again! – Use what you’ve learned to launch your next hashtag campaign

Start Tracking Your Hashtags Now

To start tracking your hashtag analytics, start a free Keyhole trial now.


Related Articles:

5 Valuable Hashtag Marketing Strategies Proven to Engage Audiences

Top 15 Hashtag Analytics Tools


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

Analytics Reporting for Marketers: Building Custom Reports + Sharing with Your Clients

As marketers, we all want to prove the value of our marketing efforts, especially on social media.

But how do you do that?

Nothing beats a concrete, data-driven, simple, and easy-to-understand social media report.

Tracking your social media metrics gives you a complete picture of how all your accounts are performing and you can finally prove whether the social media budget you ask for during the last marketing meeting had any ROI.

But wait, the idea of creating reports bores you to death.

Relax!

In this blog post, we’ll take you step-by-step through building your own analytics report in the simplest and most efficient way.

Jump Links:

Tips on Custom Reporting:
1. Identify Your Social Media Marketing Goals
2. Define Your Reporting Time Frame
3. Keep Your Social Media Report Short and Sweet

Determining Your Audience: Who’s Seeing the Report? 

What Information Your Audience Needs In a Report
1. Report Introduction
2. Success Overview
3. Data Tracking
4. Analysis
5. Conclusion

Presenting Your Information 
1. PDF Social Media Report
2. Excel Spreadsheet
3. Google Slides / Powerpoint Deck

Let’s get started!

Tips on Custom Marketing Reporting

Creating a custom marketing report involves much more than just finding out who followed you or which photo they liked. 

A custom report allows you to turn such data into actionable insights.

By tracking your social media account metrics and insights over time and thoroughly analyzing them you’ll continue building a successful social media strategy for your clients.

There are a few tips you need to follow when creating custom social media reports: 

1. Identify Your Social Media Marketing Goals

Before you do anything you must first understand why you’re doing it. Similarly, before you start creating your social media report, you must determine your social media goals. 

Why are social media goals important?

There is so much that you can add to your report. But, a lot of it might end up being useless. 

You don’t want people reading pages of useless data. You’ll end up looking unprofessional and no one will take you or your report seriously. 

The metrics and insights to include in your social media report will depend on your social media goals.

For instance, if your goal is to grow your social media following then it won’t be helpful to capture data regarding your website traffic.

But, if you’re trying to drive people to your website then you need to show how social media traffic affected your web traffic. 

Determining your goals beforehand allows you to dedicate your social media report to your ongoing activities and show whether you’ve hit your goals and if not, you’ll be able to explain why and how to address your failures efficiently.

While every company’s goals will be a little different, common social media goals include: 

  • Increase brand awareness
  • Drive traffic to your website
  • Generate new leads
  • Grow revenue
  • Boost brand engagement
  • Build a community around your business
  • Effective social customer service

Identify a set of your own social media goals that will help you make sense of your social media report.

2. Define Your Reporting Time Frame

Do you want to create reports weekly, monthly, quarterly or yearly? 

It’s important that you set a time frame. 

Your time frame depends on the purpose of the report or your preferred workflow. For instance, if you’re creating a social media campaign report, then the report will cover the timeline of the campaign. 

When deciding your time frame it’s also important to consider how you want to evaluate your marketing progress.

Common time frames to evaluate are a month over month comparison, or quarterly updates.

3. Keep Your Social Media Report Short and Sweet

Reports can be quite boring especially for people who are not involved in the tasks being evaluated. So, keep things concise and to the point. 

Not many people are fans of numbers so make compelling conclusions. Numbers alone cannot tell a story.

Make sense of each number so that your audience can have a better idea of what they mean. 

Focus on showing off the value of what you’re doing day-to-day. In short, sum up your wins, losses, and opportunities.

Determining Your Audience: Who’s Seeing the Report? 

You may have all the numbers, you may actually be doing a pretty good job with your social media accounts, but if your client doesn’t understand what you’re trying to say, your report won’t be helpful.

A custom report should be based on who’s going to read it. 

Is this report meant for the marketing team that is familiar with how social media works? Or is it for the sales director who is not too familiar with social media?

Sometimes you may have to create multiple reports to suit different audiences to make sure that everyone understands what you’re trying to communicate.

Your audience will determine how simple or complex the language of your report will be.

It will also affect the length of your report, your summary and even key takeaways. 

For instance, if you’re dealing with the marketing team, you may use industry jargon as they are more likely to understand it without you having to explain. But, the same can’t be said of the Finance team. 

The people at the top of the organization’s hierarchy will be more focused on conversions and financial figures. The less familiar your audience is with social media, the more concise your report needs to be. 

Determine what’s most important to your audience and focus on those numbers and facts.

As you can see, your report will mainly ride on who needs insights, and why they need them.

Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

What Information Your Audience Needs In a Report

Your social media report can be as sketchy or as detailed as you want. It all depends on why you’re writing the report. 

However, there are a few important details that your report should have to make it more efficient. 

1. Report Introduction

Your intro should give your audience context so that they know what to expect and get them excited about the report.

Introduce your report with a quick summary of your goals, your strategy, tactics used, and success metrics. The summary will give context to your audience and let them know what to expect in the rest of the report.

2. Success Overview

Next, provide a quick snapshot of the overall performance. This should contain just a short overview of the most important results. Here, consider what is most important to your audience. 

Remember, it’s just a quick overview of the most important analytics. You’ll get into the details in the next section.

3. Data Tracking

This section is all about the numbers and it’s where you get into the details. 

The specific data you include in this section will depend on your goals and the related metrics that you’re tracking.

Here are some of the most common metric to include for each of your social networks:

Likes and Follows

Likes and follows are often considered vanity metrics but they are still important numbers to be aware of.

Likes and follows reflect on brand awareness, give you an idea of your potential reach, and show whether or not people like your content enough to follow you on social media.

When reporting this metric, show how your likes and follows have grown or declined over your reporting timeframe. In doing so, you show where the brand is at and how much love the brand is getting.

Tracking your followers is a good indication of whether or not your social media strategy is working, so be sure to include these metrics in your analytics report.

Reach and Impressions

Reach and impressions refer to the potential number of people that have seen your social media posts

These metrics are important because they help you and your clients understand how visible your posts are over and above the number of likes and follows you have. This is because some people may see your post but not like or follow. 

Reach and impressions, therefore, help put post engagement into perspective. 

Engagement

Speaking of post engagement, engagement is another very important metric on its own. Make sure to include the number of engagements your social media accounts have garnered. 

You can breakdown engagement in terms of per post, per follower, and total engagement.

Engagement is an important metric because it reveals whether your content resonates with your audience. If it does, then your audience will be interested in and interact with your social media accounts and posts. 

Engagement also shows you the quantity and quality of the interactions your social media accounts and posts get. The more engagement you get the more brand exposure you receive.

engagement rate formula

If your audience is loving your content then they will likely like it, share it, follow you, or even comment on your posts.

Engagement thus lets you know if you need to tweak your content to make it more relevant to your audience  

Best Performing Posts

Still on content relevance, track which of your posts perform the best. This kind of metric allows you to see which type of content resonates the most to your audience. 

A video post may perform better than your text post or the poll you ran may have gained you more engagement than any other type of content. 

Tracking which content performs best every now and then will help you stay up-to-date with trends and inform your content strategy to ensure that you keep giving your audience the content that they want. 

Conversions

Having a million likes and followers means nothing to your bottom line if these fans don’t take the desired action.

Whether it is signing up to your weekly newsletter, downloading an app, buying a product, opening an email, scanning a QR code, etc. your fans need to take some kind of action to make it all worth it. 

Record metrics on how many people converted from fans to taking the action you wanted them to take. 

Clicks and Traffic

If one of your goals is to drive traffic to your website, then you must include this metric in your report. 

Track how many clicks your links got. If you are running social media ads the number of clicks each ad received is of paramount importance.

Audience 

You have a higher chance of converting someone that is in your target audience than someone who is not.

Find out who your audience on social media is to determine whether you are reaching the right people. 

Include data on your most active users, who participates in conversations, most active users, and influencers. 

Include a breakdown of your audience’s demographics (location, gender, language, interests, occupation, and age).

Mentions 

Include data on the number of times you are mentioned on social media. This metric helps you track your reach and brand awareness. 

You certainly want to be aware of what people are saying about your brand and where possible, to be part of that conversation. 

There are lots of marketing automation tools that you can use to help you monitor your mentions on social media. 

Branded Hashtags 

It’s also important to monitor and measure hashtags especially if you are reporting on a specific campaign that includes a branded hashtag. 

Seeing how people are interacting with your hashtags gives you an idea of how your brand is performing in terms of awareness and reach. So include this metric in your report. 

Influencers and Advocates

Working with influencers has a wealth of benefits for any company. However, for influencer marketing to work you need to work with the right influencers. 

It’s, therefore, important to track your top influencers and people that interact with and share your content. These are the people who you may want to work with when creating targeted.

4. Analysis

You only gain value from your social media report if your metrics provide some context. 

Once you have all your important data recorded, go beyond the numbers by analyzing your metrics and translate them into actions. Show your audience what the numbers mean.

Data on its own is just numbers. Mention what your goals were for the report timeframe and how each metric matched up to these goals to be able to paint a fuller picture.

Next, explain to your audience what you’re going to do based on the numbers that you recorded.

For instance, if video posts are receiving more love than text, you could propose to produce more videos for future posts. 

This is where SMART goals come into play.

This section doesn’t need to be wordy. Bullet points will do. You simply need to show that you’re working toward something. Remember we’re trying to keep the reports short and sweet. 

Analyzing your data not only helps you understand whether you’re reaching your goals but also guides you on what you need to change to achieve them if you’re not.

5. Conclusion

The summary is an important part of your report. This is the part that most people, especially those not familiar with social media, will be looking forward to. 

Conclude your report with a summary of lessons learned, and how those lessons will inform your future strategy.

Presenting Your Information 

Remember, numbers are boring, and can be difficult to digest.

Make your report exciting by designing it into an engaging visual that presents your data in a logical and comprehensible way.

When designing your report don’t overthink it and go overboard. Don’t try to fit too much information into one sheet as this overwhelms the reader. 

Use visuals as much as possible to catch and keep your audience’s attention. Use graphs, charts, tables, images, bright colours to highlight important details and so on. 

There are several formats that you can use to present your report. No one is better than the other and whichever format you choose totally depends on your preference. 

Here are a few ways you can build your report: 

1. PDF Social Media Report

The easiest way to share your social media report with your client is as a PDF report.

You can easily edit your PDF report with Adobe Acrobat, Adobe Illustrator, or any other PDF editor that you have and them simply attach it to an email and send it to your clients. 

PDFs are also easy to print, so you can print a copy for your client and use it to a meeting or file it for future reference.

Keyhole allows for users to export data and analytics dashboards into a PDF or Excel sheet. Give it a try here!

2. Excel Spreadsheet

You can also present your social media report as an Excel spreadsheet.

A spreadsheet is especially great when you want to visualize your growth trajectory in one page.

Another added advantage of a spreadsheet is that you can use Excel formulas to easily formulate data comparisons, calculate percentage rates, or display charts and graphs.

Most reporting and social media analytics tools allow you to export your analytics report as a CSV file so you don’t have to do it manually. 

3. Google Slides / Powerpoint Deck

If you’re going to conduct a presentation on your social media report consider using Powerpoint or Google Slides. 

A slideshow is a great way to present your analytics report to your client, whether in-person or in a virtual meeting. A slideshow looks more professional and is easy to follow and pay attention to. 

Creating a social media report may seem like a complex task, but by breaking it down into simple steps, it becomes easier and even exciting.

Now that we’ve walked you through how to create an efficient social media report, you’re ready to get started!


Related Articles:

Top 25 Social Media Analytics Tools: The Definitive Guide

Marketing Report Essentials: How to Create Perfect Reports and Impress Clients


Keyhole is a real-time conversation tracker that provides keyword + hashtag analytics and social media analytics across platforms such as Facebook, Twitter and Instagram. Get started for free here.

20 Social Media Tools: Automation to Save Time and Outperform Competitors

Use social media tools to automate some of your tasks. 

Not only will you be able to do everything and then some, but you’ll also be able to have an even bigger impact on social media than you are having right now, and do it in less time. 

There’s always so much to do in a day as a social media manager. 

You’ve got to create social media posts, design graphics, post content across ALL of your platforms, see who liked your previous content, respond to the angry client on Facebook, find out who is talking about you and update your boss on how everything is working out. 

Don’t you wish you had a few extra hours in your day?

Your stress levels are rising. Something needs to get pushed back but everything seems important.

Automation allows you to write and design your content in advance and schedule it to share at a later date.

By automating some social media tasks, you’ll be able to complete and schedule your work at one go and eliminate the tedious, manual busywork.

Jump Links:

Benefits of Automation

Quick Tips on How to Use Social Media Automation

What Metrics To Automate

20 Social Media Tools for Automation

Social Media Scheduling Tools
1. Buffer
2. Hootsuite
3. Tailwind
4. CoSchedule
5. MeetEdgar

Social Media Analytics Tools:
6. Twitter Analytics
7. Facebook Analytics
8. Keyhole

Content Creation and Curation Tools:
9. BuzzSumo
10. Scoop.it
11. Pocket

Social Media Monitoring Tools:
12. Sprout Social
13. AgoraPulse
14. Google Alerts
15. Falcon.io

Social Media Tracking Tools:
16. SocialFlow
17. Socialert
18. Brand24
19. Mention
20. Meltwater

Benefits of Automation

Forget the naysayers who claim that your automated content will be penalized. According to a study by Buffer, posts from third-party tools do not receive less engagement than natively posted posts.

It’s also not true that automated social media marketing is impersonal because it takes a personal touch to write your messages and design the visuals you’ll share. 

That said, there are plenty of benefits to social media automation, including:

  • More control over your accounts
    • Social media tools give you better control of your social media accounts. You are able to control the kind of content to be shared, when and how often. You are also able to post more content on multiple platforms with more ease. 
  • Saves you time
    • The biggest benefit of automation is that it saves you A LOT of time. Instead of spending hours on end curating content and posting it manually on individual platforms. Automation tools enable you to share content to multiple platforms at the same time from one dashboard. 

Quick Tips on How to Use Social Media Automation

Once you start implementing social media automation and the use of social media tools, keep a flexible schedule.

Leave room for timely updates that cannot be scheduled ahead of time. Automation does not mean that you should never do ad-hoc posts. 

Another important tip to keep in mind is timing.

While you’re free to schedule your posts to go out anytime you want, consider the time your audience is most active on each platform. This will ensure that your content gets optimal engagement. 

Once you have an automation system going, monitor and then evaluate it.

Use analytics to see how your content performed since you started automating it. This way, you’ll know how to tweak your automation process.  

Lastly, not everything should be automated. It’s still important to have meaningful conversations with your users and this cannot be achieved via automation. Such conversations have to be done in real-time. 

What Metrics to Automate

As mentioned, not everything should be automated. So what should you automate?

1. Content Curation and Creation

Sharing relatable third-party content is part of a successful social media strategy. However, finding the right content can take up all your time. 

Automating your content curation process will make it easy to find current content and post it consistently. 

2. Non-Urgent Social Media Posts

Not every content that you have needs to be posted immediately. Think about your evergreen blog posts, quotes, retweets, and third-party content. These can be shared at any time. So feel free to schedule them.

3. Your RSS feeds

Automate your RSS feed to keep sharing your new blog content as soon as it is posted. However, remember to keep an eye on comments and reply to them in person. 

In addition, DO NOT automate other people’s RSS feeds as you might end up sharing content that is irrelevant to your brand or promote other people’s products. 

4. Social Media Leads

You don’t need to manually collect every lead you get from your social media marketing efforts. You can automate this process and save yourself some time that you can use to follow up with the leads collected. 

5. Analytics

To know the value of the effort spent on social media marketing you need reports showing how your platforms performed over a given period of time.

Trying to generate these reports manually can be an uphill task. Instead, use a social media reporting tool to do it.

6. Social Listening

It’s important to know who is talking about your brand online and what they are saying. It’s near impossible to manually find every mention of your brand. There are tools, however, that are specially designed to do this. 

20 Social Media Tools for Automation

Successful automation depends on using the best tools available. There are thousands of automation tools available but not every one of them will be best for you.

To guide you on what tools to use, let’s take a look at the best tools for each of the social media tasks that you should be automating. 

Social Media Scheduling Tools

1. Buffer

Buffer is a popular social media scheduling tool. 

It allows you to schedule your posts across Twitter, Facebook, LinkedIn, Instagram and Pinterest. 

You can have a preset schedule and your posts will be added to it automatically when you create them on Buffer. 

2. Hootsuite

Hootsuite is another powerful yet simple to use, content scheduling tool. 

Hootsuite is best for scheduling posts in advance on Twitter, Facebook and LinkedIn. 

The tool has an added analytics tool that enables you to measure content engagement, so you understand how your content is performing.

3. Tailwind 

Creating Instagram and Pinterest posts on the go can be quite consuming. Tailwind is by far one of the best tools to use for your Instagram and Pinterest posts. 

You can use it to pin multiple boards on Pinterest at once, bulk upload, and schedule posts. 

Its drag-and-drop calendar makes scheduling content very easy.

4. CoSchedule

CoSchedule makes social media scheduling on different social media platforms easy allowing you to manage multiple accounts stress-free. 

You can schedule over 60 posts at once on CoSchedule. You can also use it to directly answer queries from its interface.

5. MeetEdgar

MeetEdgar allows you to build a library of content that you can share across different platforms. The tool then automatically schedules it for you—including repeat posts. 

Better still, it will write variations of your posts to keep things fresh.

Social Media Analytics Tools

6. Twitter Analytics

You have access to Twitter Analytics as long as you have a Twitter profile. 

This free tool allows you to measure the performance of your Twitter marketing campaign

It will show you how many likes, comments, and retweets your tweets get. This way, you are able to see how people interact with your content and adjust your campaign accordingly.

7. Facebook Analytics

Facebook Analytics comes with your Facebook account. It’s a simple free tool that allows you to see how people are interacting with your Facebook content. 

It also goes further to show you who these people interacting with your content are and where they are. This enables you to create content that is targeted and most relevant to your top fans. 

8. Keyhole

Keyhole allows you to monitor hashtag campaigns, keyword tracking, account tracking, and mentions.

You can view your brand or campaign’s performance on Facebook, Instagram, Twitter and YouTube in an in-depth visual representation. 

In addition to monitoring your social media performance, you can also monitor sentiments around your brand. You also get to monitor your competition and compare your brand accounts and campaigns against major competitors.

Content Creation and Curation Tools

9. Buzzsumo

Want to find out what is currently trending? Use Buzzsumo

Buzzsumo makes it easy to search for viral and trendy topics related to your industry. Simply use a relevant keyword to automate your research. 

You can filter the results on the basis of location, industry, platform, etc.

Buzzsumo is also a great tool to find social media influencers

10. Scoop.it

Use Scoop.it to curate content from other sources and then add your opinion and share it on your platforms with the push of a button. 

It has a smart content calendar that you can use to publish your own posts as well as the content you curate.

11. Pocket

Think of Pocket as Pinterest for content. 

It is a free Chrome extension that allows you to save any content you come across on the web. 

You have access to the content you save in your Pocket account anytime and anywhere, at your convenience. You can even access it on your phone through its iOS or Android app.

Social Media Monitoring Tools

12. Sprout Social

Sprout Social is an all-in-one social media marketing tool that makes it easy to coordinate and delegate tasks to team members.

In addition to helping you curate and create content, you can use it to schedule, analyze and monitor your content. 

13. AgoraPulse

AgoraPulse has both basic scheduling and analytics features to help you schedule posts and create reports. 

It also allows you to run contests, quizzes, and promotions and measure how they performed. 

In addition, you can see how your social media marketing campaign measures up against your competitors.

14. Google Alerts

Google Alerts is a really good basic monitoring solution.

The tool scans through the web and sends you alerts whenever your brand or product gets mentioned. 

You can choose which sources you want to be alerted on such as blogs, news sites or forums.

15. Falcon.io

Falcon.io is another great social listening, customer engagement, content marketing and audience management tool.

It supports all the major social media such as Facebook, Instagram, YouTube, LinkedIn and Twitter. Using it will help you stay on top of your trends. 

You can use this tool to monitor influencers and directly engage with them. 

Social Media Tracking Tools

16. SocialFlow

Want to monitor your brand as the bigwigs do? Use SocialFlow

SocialFlow is a favourite of big brands like The Washington Post, Mashable, and National Geographic.

This tool tracks conversations in real-time and gathers insight on your behalf. With these insights, you’re able to tell the content that works and the best time to share it. 

17. Socialert

Socialert makes social media listening effortless and comes with tons of added features.

Use this tool to track hashtags and keywords on a real-time basis. It will alert you whenever a particular keyword is mentioned. 

This way, you’re able to collect user-generated content, perform brand monitoring, find industry-related influencers, and so much more.

18. Brand24

Brand24 shows you all the instances your brand has been mentioned anywhere on the internet.

You also get to see the mentions from your niche and competitors helping to know how you stack up against your competition.

The tool can also help you identify and reach out to influencers within your industry so that you can strike a good relationship with them and help your business gain more visibility. 

You can also use Brand24 to track hot or relevant discussions, topics, and trends so you can have fresh content ideas. 

19. Mention

Mention ensures that you never miss a conversation on social media. 

The tool lists all your brand mentions instantly on your dashboard. This gives you a good opportunity to conduct brand monitoring, competitor analysis, and so on. 

A good added feature is the ability to use it to get in touch with your customers and resolve their queries on the go.

20. Meltwater

Meltwater allows you to track brand mentions, monitor campaigns and keep abreast of critical conversations about your brand on social media.

This tool helps you listen to relevant social media conversations. With this kind of information, you can then make intelligent marketing decisions. 

Additionally, you can also use Meltwater to schedule posts to publish later.

Are you ready to automate?

Social media automation is an important social media marketing process that is sure to save you time in 2020.

But it’s not merely a set and forget strategy.

You still need to make time to regularly visit your social media accounts and engage with your audience– this is what it means to be truly social.

Let these social media tools do repetitive work for you and free up your time for more meaningful social interactions!


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

The Ultimate Facebook Analytics Guide: The Insights You Need to be Tracking

Facebook Analytics Guide

You still haven’t started using Facebook Analytics, have you? 

Could it be because you don’t understand it? Or perhaps you don’t know how to set it up in the first place.

Maybe you don’t see why you should be using another Facebook analytics tool. You have Facebook Insights anyway. 

We totally get it.

But, here’s the thing…

You’re missing out on the huge potential to make your ads more successful and reduce your ad spend, or even make what you’re currently spending bring you more value. 

The truth is, Facebook Analytics will completely change the way you do business.

While Facebook Insights does a good job to help you understand the value of your Facebook Page, Facebook Analytics goes on further to measure actions taken in the News Feed and how they affect actions on company websites, apps, and brick and mortar stores.

No more need for a handful of different analytics tools to monitor your Facebook Page, websites and apps. Now you can access all that data on one dashboard. 

Still feeling doubtful? We’ve prepared this guide to help you understand why you need Facebook Analytics in your life and how to master this powerful tool.

Read on. 

Jump Links:

What is Facebook Analytics?

Facebook Insights vs Facebook Analytics

How to Use Facebook Analytics

Use Facebook Analytics to Inform Marketing Campaigns

What is Facebook Analytics?

Facebook Analytics is the updated social media reporting tool that groups together all your Facebook pages, pixels and apps to give you a complete picture of how users interact with these platforms over time. 

For instance, you can see how audiences on your Facebook page and Facebook pixel overlap or connect.

In other words, you get to see how your Facebook audiences interact with your website as well as how your website audiences interact with your Facebook Page. This is because Facebook Pixel is a core component of Facebook Analytics. 

Facebook Analytics makes it easy for marketers to track the results from organic and paid ads across multiple devices and sessions. It makes monitoring and reporting very easy, which means you can keep improving your Facebook marketing campaigns

And here’s the best part; it’s FREE!

All you need is a Facebook page and pixel. 

Facebook Insights vs Facebook Analytics

You’re probably already familiar with Facebook Insights that gives you a report on your Facebook Page performance in terms of engagement and audience demographics. 

Facebook Insights and Facebook Analytics, though both analytics tools, are completely different. 

Facebook Insights is just for your page and lives within your Facebook Page, where Analytics is mainly for paid ads and lives within your Facebook ad account. 

Facebook Analytics gathers micro-level data from your Facebook Page and Facebook Pixel to show you how someone interacts with your page and website over time. 

So for instance, you can see how many people commented on your Facebook post, viewed your landing page and then made a purchase. 

Facebook Insights, on the other hand, relates to Facebook Page reach, post performance, and other micro-level statistics confined to your Facebook Page.

How to Use Facebook Analytics

For most marketers, the hardest part of using Analytics is setting it up. But worry not, we’ll take you step-by-step, and you’ll be a pro by the end of this guide. 

If you’re already using Business Manager, you’re already one step ahead. 

To get started, head over to your Business Manager account. Then navigate to the Measure & Report Menu and select Analytics:

how to navigate to the analytics tab through facebook business manager

Please note that for your Analytics dashboard to work, you need to install the Facebook Pixel. Facebook Pixel shows you who gets to your website by interacting with your Facebook content.

It allows you to see how your Facebook ads drive visitors to your website and what those visitors do when they get to your website. 

This information is important because it enables you to measure visitor engagement. 

You are also able to compare the number of leads you get versus the cost of the ads for that page, so you’re aware of how much it costs you to acquire a lead. 

It also grants you the ability to see what call-to-action buttons attract your visitors the most so you can use them more. 

The Pixel will also show you the shopping cart activity. Are people leaving items in their carts or completing the purchase process?

To find The Facebook Pixel, go to Ads Manager and click on “Pixels”. The installation process is simple, and Facebook walks you through each step required. 

Once you install the Pixel, give it time to run. Then, your dashboard will populate with your analytics data.

At the top of your dashboard, you’ll see the number of new users, unique users, and your retention rate ie. the percentage of people who return to your site. 

You can see the number of active users you’ve had in the last 24 hours and your best traffic sources under Growth Metrics.

Another important step after creating your Pixel is to customize your Event Source Group (ESG). This allows you to see analytics from all your assets (Pages, websites and apps). 

To create your event source group, choose the option in the top right-hand corner:

Creating a Facebook pixel - create an event source group (ESG)

Next, name your event source group and choose the apps, pixels, and the pages you want to be included in your reports:

Now, this is how your dashboard will look like:

Using Your Dashboard

No matter how amazing your campaign is, you need to analyze your Facebook ad performance so that you’re fully aware of how it’s performing and what needs to be improved. 

Facebook Analytics is the holy grail of advertising on Facebook. The tool will present you with loads of data from your ads. 

To get the most out of Facebook Analytics, there are three main components that you must fully understand.

Let’s take a closer look…

1. Funnel Analysis

The first important insight available in the Facebook Analytics tool is Funnels. 

To see the Funnels dashboard, click Funnels on the left side of the Facebook Analytics page. Then click on the ‘Create Funnel’ button.  

As you add a funnel step, a drop-down menu will give you options including conversations, messages sent, page views, post reactions, add to cart, etc. You can add all the options you think are relevant to you. 

How to conduct a funnel analysis on facebook analytics

For the Funnels dashboard to work, you need to make sure your Facebook events are set up properly in Pixels. 

install your facebook pixel and add what events you'd like to track.

Add all the relevant events. 

Why is Funnels so important?

With this feature, you are able to track your users’ journey from the moment they first interact with your asset until they reach your desired end goal. 

For instance, you can track a user from the moment they like your business page, like a post, click on a link, visit your website, add an item to their cart and finally make a purchase. 

Let’s take a look at the example below:

facebook analytics - funnel conversion example

For this business, 36.9% of the people that commented on their Facebook page went on to view their website. 10.5% of these then purchased their product. So 3.9% of people that commented decided to buy from the site.

Reports from Funnels will help prove the value of engagement on your Facebook page because you’re able to tell if comments and likes on your Facebook page result in users going to your website and ultimately converting.

You can take advantage of what is working within your funnel. 

Say the more people view your Facebook Page, the more they purchase. You can then create an ad to purposefully increase your page views. 

On the other hand, if you have many people visiting your page, but very few of them are adding your product to their shopping cart, then something is missing.

You need to give them an incentive to add items to the cart such as discount codes, personalized product offers, etc. 

You’re also able to see at what point in the funnel are people dropping off. 

Are they not clicking on your links? Maybe you need a better call-to-action. 

Or perhaps they’re leaving immediately after landing on your website. If so, you may need to reassess your landing page content. 

If they drop off after they add the item to the cart, you can create a follow-up email sequence to find out why that’s the case.

2. Customer Lifetime Value Analysis

The second powerful report on Facebook Analytics is Customer Lifetime Value.

To set it up, select Lifetime Value from the left-hand menu, then decide whether to include All Users (anyone that interacted with you) or Paying Users (only those that made a purchase).

Facebook analytics: customer lifetime value report

Why is Customer Lifetime Value important?

Facebook changed its system and now users see more content from friends and groups, and less content from pages. This means that you need to use ads to get more people to see your content in their feeds. 

This has made the ad space very competitive and now costs more to acquire leads. 

Each lead needs to be of high value for you to get a high return on investment.  You want each customer you acquire to engage on the long-term with your brand. 

You also want to focus on warm leads and not just cold leads because warm leads are more likely to convert into customers. 

Most businesses tend to concentrate on new customers and forget existing customers.

A customer may have bought a product from you, but that doesn’t mean their journey ends there. They are still useful to your business. 

There are many ways to increase a customer’s lifetime value to your business.

By looking at reports generated by Customer Lifetime Value, you can see how much a customer is worth to you over the course of several months.

With this feature, you can see how Customer Lifetime Value corresponds to changes you make in targeted ads, promotions, and so on.

Not everyone who sees your ad will become a customer immediately. 

Some people may want to interact with your brand several times before they make any purchase. Customer Lifetime Value allows you to see how a user’s value increases over time. 

With this data at hand, you’re able to tell which users to spend more ad money and effort on because they will bring more value to your business. 

3. Revenue

The third very important Facebook Analytics insight is Revenue. 

To set it up, choose a date range and then click on the Revenue option from the menu:

facebook analytics: revenue

The revenue report is quite great for Facebook audience insights. You can see the number of people who make a purchase and their age and gender breakdown. 

This helps you understand the people who are making the most purchases, therefore, helping you to make your Facebook ads even more targeted.

This way, you are able to make the most out of your ad spend. 

No dollars end up going to waste. 

Create Custom Dashboards

Facebook Analytics allows you to create a customized dashboard so that you can slice and dice your data in all sorts of ways and go as specific or in depth as you want. 

For instance, you can create a dashboard that compares specific events, specific groups of users (by age, gender, lifestyle, interests, etc.), different segments of users, etc.

You can also segment your reports in custom time windows, such as days, weeks or months. 

Custom dashboards allow you to create well-targeted marketing campaigns so that you can achieve your desired goals. 

To create custom dashboards, use the pin option in the top right-hand corner to pin a report and save it to a chosen dashboard:

facebook analytics: revenue. learn how to create a custom dashboard.

Use Facebook Analytics Data to Inform Your Marketing Campaigns

Data is useless if you don’t use it. 

You will only get real value from Facebook Analytics if you use the data you generate to make informed decisions for your business. 

The beauty of data is that it shows you what is working and how to keep it working. It also shows you what is not working and how to turn it around. 

A Facebook ad campaign may not bring you the conversion success you were hoping for. With Analytics, you are able to tell why that’s the case and what you can do to improve the ad campaign. 

You can also use Analytics to retarget people who may not have been convinced to become customers the first time around. 

You can do so by addressing the issues that stopped them from becoming customers and then retarget them with another campaign. 

You also get to see which assets are working the best for you. For instance, most people may be converting after messaging you on Facebook and getting a response. 

Then, you can maximize on this by using Messenger chatbots to automatically engage people who like your page. 

Data is a marketer’s gold mine and it can be the difference between a successful brand and an unsuccessful one.

That’s why clever marketers will use Facebook Analytics and other useful social media analytics tools such as Keyhole to monitor their campaigns.

Take time to explore and understand Facebook Analytics, examine your reports in detail and see your marketing campaigns reach heights you’ve never seen before! 

We’ve also taken the time to build out an infographic that you can quickly refer back to – if you ever need to quickly glance at information Facebook Analytics, here it is:

Made by our friends at Venngage— The Infographic & Mind Map Maker.

Keyhole is a real-time conversation tracker that provides social media, keyword, and hashtag analytics for Twitter, Facebook, Instagram, and other platforms. Get started for free.

Hashtag Analytics: 27 Actionable Strategies To Grow Your Business

27 actionable hashtag Strategies

In this guide, we’ll be exploring 27 actionable hashtag analytics strategies.

We’ll also document case studies to show how businesses flourish by implementing these strategies. 

By following the actionable strategies in this guide, you’ll learn how to make use of proper hashtags, hashtag analytics, and hashtag tracking tools.

Before we get into the strategies, let’s refresh our memory on hashtags and the benefits hashtags have on businesses. 

So, let’s dive in. 

Jump Links:

What is a Hashtag?

What Are the Benefits of Using a Hashtag?

27 Hashtag Strategies to Grow Your Business
Hashtag Research Tips
Branded Hashtag Tips
Tips for Using Non-Branded Hashtags
How to Use Hashtags to Identify Influencers
Measure the Success of Your Hashtags

Benefits of Tracking Hashtags

How Using Keyhole Will Grow Your Business

What is a Hashtag?

A hashtag is the use of a hash (#) symbol in front of a keyword in a social media post.

Hashtags make a post discoverable by other users who are browsing or searching for that hashtag. 

Basically, it’s an easy way to categorize your post or associate your post with a trend.

While hashtags originated on Twitter in 2007, they have slowly spread to every other popular social network on the planet—so it’s important to understand all their possible uses.

Related guide: Hashtags: A Beginner’s Guide and How to Use them Effectively

What Are the Benefits of Using Hashtags?

When used effectively, hashtags can boost your business tremendously.

Hashtags are a rare win-win for businesses and their customers.

Hashtags make it easier for users to find content they like, and they make it easier for businesses to get content in front of their customers.

So what’s in it for you?

There are 5 main benefits for businesses from using hashtags:

1. Increase Brand Awareness

By using hashtags strategically in your posts, you can expose your business’s content to new audiences – even if you don’t have many followers. 

Targeting a highly relevant hashtag to your brand can help you garner immediate attention from a very specific demographic.

2. Increase Engagement

Hashtags make you part of the conversation.

By jumping in to conversations on popular hashtags, you can have real-time conversations with your audience, solidifying a personality behind your brand, post by post.

Or, to further solidify your brand to your followers, you can create a brand hashtag to get people talking about you.

3. Learn About Your Audience

Hashtags are a two-way street.

Not only do they help you speak to an audience, they also let you listen in on the conversation.

By listening in on a popular hashtag, you can easily create audience personas for your business.

Find a hashtag relevant to your business and ask yourself:

What demographics are using that hashtag? What are their interests on social media? What type of content do they like?

4. Inform Your Content Strategy

Lacking creative inspiration for your content?

By checking out trending hashtags or hashtags niche to your business, you can learn what content people actually want to consume.

You can take those learnings and apply them to your overall content strategy, both online and offline.

5. Generate New Leads

Ultimately, more brand awareness and higher quality content is going to lead to more website visits or foot traffic to your business.

By using a hashtag analytics tool like Keyhole, you can monitor the success of your brand on social media in real time—ultimately learning what appeals to your customers. 

Now we know what hashtags are and the benefits it has on businesses. So, let’s jump in to the strategies. 

27 Hashtag Strategies to Grow Your Business

Here’s how to carry out a full front-to-back hashtag analytics strategy to bring more leads to your business.

Hashtag Research Tips

The first step to an effective hashtag strategy is to conduct thorough research in advance.

The objective here is to identify existing hashtags that present the biggest opportunity for your business long-term.

Of course, trends can change quickly, but you’ll see the most success with a long-term, adaptable strategy.

1. Choose a Hashtag Analytics Tool

hashtag analytics for: campaign monitoring, event tracking, brand monitoring, influencer marketing, market research

To get started, you’ll need to choose a hashtag analytics tool.

To help you choose, we’ve written a guide to the top 15 hashtag analytics tools.

The two main factors to consider when choosing a hashtag tracking tool are the feature set and—of course—the price. 

For this post, we’ll be featuring our own tool, the Keyhole Advanced Analytics Suite, but this strategy can be carried out using any robust tracking service.

2. Set Up a Hashtag Tracker

If you’re running a social media account, you likely already have a few popular hashtags in mind that you’d like to track.

hashtag trackers that have been activated within Keyhole

Using your hashtag tracking tool, set up a real-time tracker for 2-3 keywords you’re interested in exploring.

Use these starting hashtags as the base for your research.

3. Uncover Trending and Related Topics

Using your hashtag tracker, explore related hashtags and keywords related to your base keywords.

hashtag tracker to explore related hashtags and keywords

Make a list of the hashtags or keywords that are most relevant to your business.

At this stage, don’t be too selective. This is similar to a brainstorming session. The objective is to find out which keywords or hashtags present the biggest opportunity for your brand.

4. Find Your Niche

You can’t just post any hashtag and expect results.

If you post on a top trending topic, you may be drowned out within minutes. If you post on a hashtag nobody uses, your posts will fall on deaf ears.

Find your niche. Your goal is to strike a balance between popularity and potential impact.

Using your list of keywords from step 3, identify keywords that tend to have higher engagement and reach, but fewer posters.

a snapshot of keyhole's dashboard highlighting post number, number of users, engagement rate, reach, and impressions

Using this strategy, choose a handful of keywords that you will use consistently to bring the most reach and engagement for your brand.

5. Identify Top Posts & Content

With your chosen hashtag and topics, use your tracking tool and browse each social platform to identify the posts that get the most engagement.

Note any trends about what makes a good post.

view posts by engagement on the keyhole hashtag tracker

Are they using humor? Are they more inspirational? Are they informational?

Also note the type of media that’s most popular.

If they’re using images, what kind? Are they graphics, animations, or photos?

If they’re using video, what makes the video successful? Are they shorter or longer? Do they make use of captions? Is the video studio-quality or more casual?

And here’s a key piece of advice:

Don’t fight a battle you can’t win.

If the only popular content on a certain hashtag is outside your company’s skillset or budget, look for a hashtag whose content is more similar to what you have the capacity to produce.

But don’t let this scare you away—many top posts are nothing more than cleverly written text.

6. Use Historical Data

Don’t forget to look both at recent timeframes and historical data.

Yes, you want to be on-trend with your content, but you shouldn’t ignore what has worked for other brands in the past.

7. Know Your Social Media Platform

There are subtle differences between how hashtags are used on each popular platform.

And not only are there differences platform to platform, different industries use each platform differently. 

On Twitter, where text is more limited, using 1-3 hashtags results in the highest engagement.

On Instagram and Pinterest, you should use 10-20 hashtags to maximize your reach.

Facebook hashtags aren’t as effective, sure they make it clickable but it isn’t as effective as instagram and twitter. 

LinkedIn has recently introduced the capability for users to follow hashtags, making hashtag use an even better way to boost your LinkedIn content. 

Be sure to research how your industry makes best use of each platform.

8. Track Your Top Hashtags

Once you’ve identified which hashtags matter most to your business, set up trackers in your tracking tools for your chosen hashtags.

Be sure to set up trackers for your branded hashtags too. Don’t have a branded hashtag yet? Don’t worry, that’s next on our list!

Watch: How to Use Hashtag & Keyword Tracking on Keyhole (YouTube)

Branded Hashtag Tips

Having a strong branded hashtag that catches on is an incredible way to boost your engagement.

Here are a few tips for making the most of your brand.

9. Create a Brand Hashtag

To properly brand your business’s posts, you’ll need a branded hashtag.

Here are a few tips for creating a branded hashtag:

Keep it short – Make it easy for your consumers to type.

visit new orleans branded hashtag tweet example

Example: Visit New Orleans’s hashtag, #OneTimeInNOLA, uses the city’s abbreviation rather than the full name.

Make it memorable – The catchier the hashtag, the easier it is to remember.

Example: Nike’s hashtag #JustDoIt uses its already-famous company slogan.

nike just do it hashtag volume

Make it easy to spell – Avoid long words or alternate spellings.

Example: Even though Lululemon’s branded hashtag, #TheSweatLife, is a play on “the sweet life,” it’s still short, memorable, and easy to spell.

Don’t be too literal – Branded hashtags are more effective when they’re not your exact brand name.

Example: Goodyear’s hashtag #MoreDriven. While it’s related to tires and driving, the hashtag is meant to be used by basketball teams sponsored by Goodyear.

goodyear's more driven hashtag example

Make it actionable – Make it obvious to your consumers what they’re meant to do with your hashtag. And make it something that people will actually want to use.

Example: Target’s hashtag #TargetRun encourages consumers to post every time they visit Target.

Research it first – Use a hashtag analytics tool or browse the hashtag on every platform to make sure you aren’t competing with another brand, or accidentally misusing a preexisting hashtag.

Once you’ve chosen your branded hashtag, be sure to use it consistently on every post, and use it in each of your social profile bios.

10. Create a Hashtag for Every Event and Campaign

While it’s key to use your main brand hashtag consistently (as long as it’s successful), you should also use a separate hashtag for each of your separate campaigns and events.

an example of using a unique hashtag for different campaigns and events

Using a separate hashtag for each campaign has two main benefits: it makes it easier for your audience to follow along or participate, and it also makes it easier for you to track the success of each campaign.

Further reading: 5 Best Christmas Hashtag Campaigns with tips on how to run an event hashtag campaign

11. Promote Your Hashtag

Once you’ve established your campaign’s hashtag, promote it! Offer contests and giveaways that encourage your consumers to use the hashtag.

oreo promoting their hashtag campaign on twitter

For example, for Halloween, Oreo started #OreoHorrorStory by parodying scenes from horror movies such as The Shining, The Exorcist, and Frankenstein.

12. Track Each of Your Hashtags

For each of your branded hashtags, make sure you add them to your hashtag analytics tracker.

Watch: How to Set up Advanced Hashtag & Keyword Tracking with Keyhole (YouTube)

Tips for Using Non-Branded Hashtags

Just because you have your own branded hashtags doesn’t mean you should ignore other hashtags. Here’s how to take advantage of popular trends.

13. Post About Real-Time Trending Topics and Hashtags

If you see a trend taking off that relates to your business, engage with it by using the hashtag.

Using trending hashtags gives you the potential to reach a massive audience that may not be familiar with your brand yet. 

using the trending hashtags feature on keyhole

14. Post on Lifestyle and Niche Hashtags

By using hashtags that are commonly associated with a certain lifestyle, you can immediately have your brand associated with a particular feeling, emotion, or vibe.

Explore lifestyle hashtags that are popular with your demographic to find the right hashtags for your business.

For example, using #MondayMotivation would be a great way to associate your brand with the self-improvement trend.

using hashtags to associate your brand with different trends

15. Post Only on Relevant Hashtags

But be careful:

Just because a hashtag is popular doesn’t mean you should use it.

Posting irrelevant content on a popular trend is an easy way to label your brand as inauthentic or trying too hard.

And most importantly: never spam trending hashtags.

Posting a large number of posts on trending hashtags in a short period of time is a recipe for getting your accounts banned.

16. Consider Every Angle Before Using a Hashtag

Even if you have a relevant post for a trending or lifestyle hashtag, consider every angle.

Are there any risks associated with posting on that hashtag? Does the hashtag have a double meaning you may not be aware of? Could the hashtag be considered offensive to your audience?

Always think twice before diving in to a trend.

17. Use a Reasonable Number of Hashtags

As we mentioned above, tailor your hashtag use to the platform. Sometimes less is more.

On Twitter, stick to a maximum of 3 hashtags.

On Facebook – 0 hashtags. It’s not as effective to use hashtags in Facebook even though Facebook makes it clickable. Matter of fact, post without hashtags perform better than with it

On Instagram, LinkedIn, and Pinterest, posts with more hashtags tend to get more interactions.

18. Use Local or Regional Hashtags

Not every post you make has to apply to a global audience.

using local or regional hashtags like the toronto hashtag to build awareness

If you’re a local business, use your city’s local hashtags to build awareness locally.

Even if you’re not confined to a single market, using local hashtags in your target cities, states/provinces, or countries can be a great opportunity for additional engagement.

19. Post Great Content

Above all else: post great content.

It doesn’t matter how sophisticated your hashtag strategy is if what you’re posting isn’t interesting, funny, informative, or inspiring.

Make only content that your consumers will love.

20. Interact and Engage

Social media isn’t a set-it-and-forget-it, one-way communication channel.

If people are using your branded hashtags, reply to the posts. By replying, you’re validating your audience’s choice to use your hashtag.

That goes for both positive and negative posts. It’s certainly more fun to respond to positive sentiments, but it’s also important to earnestly respond to complaints with genuine concern. 

And don’t be afraid to jump into conversations on unbranded hashtags too. Participating in real conversation is a great way to show off your brand’s personality.

Bonus tip: This process can be made much easier with a social listening or hashtag tracking tool.

With a social listening tool like Keyhole, you can create real-time feeds of conversations taking place on your favorite hashtags across multiple platforms, allowing you to strike while the iron’s hot.

Related Guide: Using Popular Hashtags To Grow Your Business

How to Use Hashtags to Identify Influencers

Nothing resonates more with an audience than social proof.

Posts from key influencers act as a vote of confidence for your brand, and can spread your reach to a highly targeted audience.

That’s why social media influencers have become a billion-dollar industry.

Here’s how to use hashtag analytics tools to capitalize on the trend.

21. Use a Hashtag Analytics Tool to Identify Influencers

Using a hashtag tracking tool like Keyhole, you can pull statistics on the biggest influencers in your industry.

For any given hashtag, you can see which influencers are posting the most often or have the most reach, engagements, or impressions. 

Using Keyhole’s dedicated Influencers metrics, you can also filter potential influencers based on their location or keywords used in their bios.

identifying potential influencers on keyhole

22. Manage and Track Influencers

Once you’ve reached out to the influencers that present the biggest opportunity for your brand, you can manage your inventory of influencers using Keyhole’s Influencer Management Tools.

Keyhole’s tools let you see all of your influencers on one dashboard, allowing you to measure their individual impact and who is providing the most ROI to your business.

23. Identify Websites and Online Publications

Monitoring hashtags also allows you to identify websites or publications that are most often posting about your target subject.

Using Keyhole, look for relevant content to your brand and look for journalists or authors who may be willing to write about your product.

identifying the most linked websites using keyhole

This is a great way to generate backlinks to your website, boosting your SEO and search engine success.

Measure the Success of Your Hashtags

Once you’ve had your campaigns up and running, it’s time to measure your success and brand influence.

24. Track Your Reach on a Regular Basis

Keep tabs on your typical engagement rate, reach, and impressions. 

We recommend adding a time-slot to your personal calendar to check in on your metrics either daily, weekly, or monthly, depending on how active you are on social media.

25. Optimize Your Posting

The success of your posts will depend on when you post them. Keyhole’s social media account analytics tools allow you to track the optimal times and days to post.

using keyhole to determine the best time to post

Over a long enough timeframe, you’ll start to see which times generate the most engagements with your posts.

using keyhole to see average engagements by day

26. Note What Type of Content Works Best

Keyhole will show you your top posts by likes, retweets, or other engagement metrics. Go through your posts and identify what made them special.

keyhole dashboard showing you what the best posts are

Keep an ongoing list of factors that influence the success of a post and consult them every time you’re planning your social calendar.

27. Keep Learning About Your Audience

You may think you know your audience, but how well do you really know them?

By tracking your hashtags and social accounts on Keyhole, you can monitor several different audience dimensions.

You can break your audience down by gender to get a sense of who’s engaging with your posts.

keyhole dashboard breaking down gender insights / audience insights

You can also break your audience down by geographical location.

breaking down your audience by geographical location

If you’re not hitting your target area, consider posting more location-specific content to those regions to try to break in to the market.

Finally, you can also track the overall sentiment of posts related to your tracked brand or hashtag.

using keyhole to track the overall sentiment of posts related to your tracked brand hashtags

Benefits of Tracking Hashtags

By now, you should understand how important it is to integrate hashtags into your social media strategy. 

So what are the main benefits to tracking hashtag analytics?

  1. Measure brand awareness by tracking impressions and engagement on your brand hashtag.
  2. Measure the direct success of events or marketing campaign hashtags.
  3. Manage your brand or industry’s reputation by tracking the positive and negative mentions containing your target hashtags.
  4. Track trending topics in your industry.
  5. Monitor your brands and your competitors in your industry.
  6. Find influencers and potential brand ambassadors relevant to your business.

How Using Keyhole Will Grow Your Business

Let’s look at a few real-world examples of hashtag success in action.

How theChive used Keyhole to track their Branded Hashtags

theChive, a Men’s Lifestyle digital platform, has 20 million people engaging with their brand every month, either on their website or on social media.

Tracking that at a large scale is a monumental task.

For one of their sponsored events, a national beer pong tournament, they needed to track 50 individual hashtags for each state.

We were tracking 50 different hashtags & figuring out who’s in the lead at each state in real-time. We would update it throughout the week to know who’s most likely to win. Without Keyhole, tracking this many hashtags would’ve been impossible, so that’s where our partnership started.” –

Jill Broek, Director of Brand Strategy.

See our full story about theCHIVE for more details.

How PROJECT 375 Uses Keyhole to Track the Conversation Around Mental Health

PROJECT 375, a non-profit organization focused on reducing the stigma around mental health, uses Keyhole for social listening.

They use Keyhole to track trending news stories, celebrity posts, and new studies focused on promoting a positive dialogue around mental health.

Using Keyhole, they’re also able to track their own success.

“Keyhole is my go-to for all things analytics. Knowing our audience, their likes and dislikes, the kinds of content they prefer and the times they are looking at us is mission critical. I am constantly looking at the data to see what patterns emerge and the different ways we can tweak our strategies to best serve our supporters. Social media is ever-changing and Keyhole gives us the ability to change in lockstep with the latest trends and audience preferences,” 

– Erica Jellerson, Communications & Events Manager, PROJECT 375.  

For the full story on PROJECT 375, check out this full case study.

Related Case Studies:

So Are You Tracking Your Hashtags? 

Once you have a front-to-back hashtag strategy in place, you’ll see far more success out of your social media campaigns.

By using a hashtag analytics tool to track your brand awareness, key influencers, and trending topics, you’ll be equipped with the knowledge to create perfectly optimized campaigns—uncovering a new audience and increasing your lead generation.

Ready to get your #hashtagstrategy started?


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Using Twitter Advanced Search to Diversify Marketing and Increase Engagement

using twitter advanced search to diversify marketing and increase engagement

With 335 million active users, Twitter is undeniably the home of amazing opportunities, especially for brands that want to engage with their fans and followers.

From finding leads to providing customer support to free PR and media mentions, the marketing opportunities are endless. 

Before you get too excited, there’s a but. 

The more users join Twitter, the harder it gets to find these opportunities as they get mixed up with more than 500 million tweets sent each day.

Thankfully, Twitter knows its stuff! 

To help you get as much value as possible out of Twitter, the platform offers Twitter advanced search. 

This powerful tool will let you find exactly what you’re looking for without having to scroll through thousands upon thousands of tweets.  

The Twitter advanced search tool is a goldmine for marketers as well as business owners. 

In this guide, you’ll learn exactly how to use this tool as well as powerful ways that you can use it to grow your brand exponentially.

Let’s get this show on the road. 

Jump Links:

What is Twitter Advanced Search?

Why Use Twitter Advanced Search?

1. Use Keywords and Hashtags to Find Potential Customers
2. Understand Your Target Audience
3. Reputation Management
4. Find Relevant Industry Influencers
5. Keep Track of All Your Mentions
6. Be the King of Customer Service
7. Find Media Opportunities

How to Use Twitter Advanced Search:
The Parameters:
1. All of These Words
2. This Exact Phrase
3. Any of These Words
4. None of These Words
5. These Hashtags
6. Written In (Language)
7. From These Accounts
8. To These Accounts
9. Mentioning These Accounts
10. Date Range

Getting More out of Twitter Advanced Search

What is Twitter Advanced Search?

Have you found yourself looking for something on Twitter all day to no avail?

You are pretty sure that it’s in there somewhere but you’re now cross-eyed from scrolling through all those tweets. 

The advanced search tool is your saving grace. 

This tool has turned Twitter into a social search engine. The tool allows you to narrow down your search results to specific words, date ranges, people and more. 

This makes it easy to find specific tweets.   

The Twitter search tool is available when you’re logged in to twitter.com either on the mobile app or web browser, via the platform’s toolbar search field by clicking on the choosing Advanced Search. 

You can also access it directly by heading to twitter.com/search-advanced.

From here, you can use the specific parameters available to comb through billions of tweets.

Why Use Twitter Advanced Search?

Now before we get you confused with the technical aspects of Twitter Advanced Search, let’s first understand why you should be using the Twitter advanced search tool. 

1. Use Keywords and Hashtags to Find Potential Customers

With billions of people using Twitter daily, the likelihood of finding people interested in your product or service is high. But it may be difficult to find these people if you don’t have a proper way of doing it. 

One way to do this is by using keywords related to your business. These are the words that your target audience are likely to use while searching the platform for products. 

Say you sell yoga pants. You can use keywords such as ‘buy yoga pants’, ‘I need new yoga pants’ etc. You’ll then see all the people who have used these keywords in their tweets. 

Hashtags are another effective way of finding new prospects. Hashtags have really evolved since their inception and people today unconsciously use them as part of their vocabulary all the time. 

So as a yoga pants business owner you’ll be interested in popular hashtags such as #iloveyoga #yogapants #ineednewyogapants, etc. 

Once you’ve found a list of potential prospects, reach out to them, start a conversation and build a relationship with them before you sell them your products. 

2. Understand Your Target Audience

Enough emphasis cannot be placed on understanding your target audience. To reach more people you need to understand who these people are and what they want. 

Twitter’s advanced search is a great way to learn about your target audience’s likes and dislikes.

Whenever you search a related keyword you will be able to see what people are saying about products and services related to your business.

Are they excited about them? Is there a need for them? Are they complaining? Do they need more variety? 

Armed with this information, you can then craft a marketing strategy that offers them the kind of information they are craving for.

You can even go further and create the type of product or service that your target audience wants. 

The bottom line here is to understand your target audience’s needs so that you can offer them value. 

3. Reputation Management

Every brand should be aware of what people are saying about them. 

It’s important to be aware of both negative and positive talk about your brand.

Positive talk lets you know what you’re doing right so you can keep doing it. Negative talk allows you to know where you are failing so that you can do better. 

Advanced search allows you to filter tweets to just those that mention your brand. You can also use emoticons such as “:)” and “:(” when searching your brand on Twitter to find out people’s sentiments about your brand.

The emoticons will let you know which users are happy or sad whenever they’re talking about your brand. 

For best results, exclude your Twitter username from search results so that you’ll be able to see tweets that mention your brand, but haven’t tagged you directly.

4. Find Relevant Industry Influencers

Influencers are the word-of-mouth of social media. 

You most certainly want the who is who in your industry talking about your brand and your products and services. 

But how do you get to know who these influencers are?

Easy. Use the Twitter advanced search tool. 

Use hashtags to find influencers on Twitter and take your influencer marketing to the next level. 

However, not all influencers are equal. You want to use only those influencers have a direct influence on your brand. 

For instance, going back to the yoga pants example, you want to use influencers who at least have an interest in yoga pants, not just anyone who has a large following on Twitter. 

People are more likely to be interested in people who have similar interests to them. 

5. Keep Track of All Your Mentions

You’ve probably been managing with keeping track of your brand mentions via Twitter notifications. But did you know that not everyone talking about you on Twitter will take the time to tag you?

This means you are missing out on lots of information regarding what people are saying about you just because they didn’t mention your Twitter handle in their tweets. 

Search Twitter for brand mentions using queries which include your brand name, common misspellings and your website. 

6. Be the King of Customer Service

Twitter is particularly popular as the place where customers go for customer support

Long gone are the days when your first instinct would be to pick up the phone and call the company for assistance. Now we all run to social media. 

Can’t complete a purchase? Ask for help on Twitter.

Your WiFi is not working? Complain on Twitter. 

Being on top of such complaints will give you the opportunity to offer instant help before things get out of hand. It’s always good to be known as the brand that offers effective customer support in seconds. 

Find complaints and fans’ issues using advanced search queries including your Twitter handle and terms such as “help,” “support” and service. 

7. Find Media Opportunities

Journalists and PR companies are always on the lookout for brands they can use to interview or feature as case studies. They will use Twitter to find such brands. 

Media mentions can go a long way in promoting your products and services, creating brand awareness, improving your brand reputation and most importantly, it’s free advertising for your products/services, events, campaigns, etc. 

Search Twitter for such opportunities using hashtags such as “#journorequest” and “PRrequest.” Remember to include your niche or industry in your search eg. #Journorequest yoga pants.

How to Use Twitter Advanced Search

You’re already in love with the advanced Twitter search tool, right?

Now let’s get down to how to use the various parameters. 

When you first land on the Advanced Search Page you may get a little overwhelmed. 

But don’t panic, it’s not as hard as it seems. 

We’ve broken down each parameter to help you understand how to use them so that you can harness the full power of this tool. 

First things first, a quick reminder of how to access the advanced search tool: 

Enter a search term in the toolbar search field then click on the Advanced Search feature. 

click through to twitter advanced search through search filters on the right hand side of the page.

You can also access it directly by heading to twitter.com/search-advanced.

The Parameters

Twitter advanced search parameters.

1. All of These Words

The search tool will search for tweets that contain—in no particular order—all the terms you enter in this parameter. 

If you want to search for a phrase instead of individual words use quotations (e.g. “buy yoga pants”). 

This parameter is helpful when you want a broad idea of what people are saying when they use particular words.

Sometimes you may not be sure what you’re looking for, so starting broad is a good idea.

Here’s an example of a search with all of these words:

Twitter advanced search parameter: "all of these words"

As you can see, it returns results that include any or all of the search terms (buy yoga pants).

2. This Exact Phrase

If you want to search for a specific phrase, this is the best parameter to use because you don’t have to add quotations around your phrase—it does that for you. 

This parameter is great when searching for quotes or full names.

Here’s an example of an exact phrase search: 

Twitter advanced search: exact phrase search

See the difference? Results are refined to tweets with that exact phrase and not individual words as with the ‘all of these words’ parameters. 

3. Any of These Words

This parameter separates each word or phrase you enter with an “OR” when the search query is performed. 

For instance, if you want to search for brand mentions you can add your brand name, Twitter handle, hashtag and website. Twitter will then give your results containing either of these search terms. 

Here’s an example using the brand Hootsuite:

twitter advanced search: any of these words

4. None of These Words

You may not give this parameter much thought but it’s also important.

It’s very helpful if you truly want to narrow down your search results.

For instance, when searching for yoga pants, you may want to exclude results of yoga poses which are very popular. 

It’s also a good filter to add if you don’t want to see tweets that contain a competitor’s name or customized hashtag. 

5. These Hashtags

This is the parameter that you use to search for tweets using your custom hashtags or industry-related hashtags. You don’t need to add the hashtag symbol in terms listed in this field.

6. Written In (Language)

Find tweets that are written in the language of your choice. 

There’s no point in having tweet results show up in other languages if they are not applicable to your brand. 

twitter advanced search: find tweets in the language of your choice

7. From These Accounts

This parameter allows you to find tweets by specific accounts. You can add usernames of one or more accounts here with or without the “@” sign. 

This is a good parameter to include when you are monitoring your competition. 

Let’s use the Hootsuite example again. As you can see, the results are only tweets from Hootsuite. 

twitter advanced search parameter: from these accounts

8. To These Accounts

Again, if you’re monitoring your competition and want to see what people are saying about them, just enter their usernames here. 

Here, the results are all the tweets sent to Hootsuite:

twitter advanced search parameter: to these accounts

9. Mentioning These Accounts

Want to see your competition’s mentions? Enter their usernames here.

NOTE: You can find people’s emails on Twitter by searching for their usernames and the keyword “email” or phrase “email address”. 

twitter advanced search parameter: mentioning these accounts

10. Date Range

Use this parameter to search for Tweets either before or after a date. You can find tweets that are between two dates.

Getting More out of Twitter Advanced Search

While the Twitter advanced search tool does a pretty neat job to help you find the information that you’re looking for, there are still many ways to narrow down your search even more.

In addition to getting well-filtered results, you need a tool to help you organize these results into useful information.  

In doing so, you ensure that you get high-quality results that will better inform your marketing team so they’ll be able to craft an effective marketing strategy

Keyhole is an advanced social media analytics tool that will help you conduct effective social media listening, brand monitoring, influencer marketing, market research and more all from one dashboard. 

Check it out for a chance to unlock your social media potential. 

The Twitter advanced search tool is a gateway to a world of marketing opportunities for your brand. So start taking full advantage of it today and get the most out of your Twitter Advanced search queries.

Get searching!


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Using Hashtag Tracking to Optimize Social Listening Strategy [+ Tools!]

using hashtag tracking to optimize social listening strategy

When many marketers and community managers think of social listening, manually scouring through sets of posts, tweets and messages comes to mind.

But being left with a small relevant dataset is common, even though the process involves keyword research to target what your audience is saying about your brand and competitors.

Adding hashtags to your social media listening strategy can help ease the problem.

By tracking certain tagged topics, you’ll collect more applicable information about what your audiences say and think about you. Your understanding of how to market your brand will improve as a result.

Jump Links:

What is Social Listening with Hashtags?

5 Types of Hashtags to Monitor:
1. Brand Hashtags
2. Your Competitors’ Brand Hashtags
3. Chat Hashtags
4. Event Hashtags
5. Campaign Hashtags

5 Social Listening Tools

What Is Social Listening with Hashtags?

Also called social media monitoring, the goal of social listening is to gain an understanding of how people perceive your brand based on what they say about it online.

Standard social listening involves tracking what consumers say on virtually any digital space, using hashtags enhances the library of data collected on social media platforms such as Twitter and Instagram.

It’s a type of data mining.

It revolves around identifying posts that use tagged topics, along with analyzing those posts to quantify metrics such as influence and engagement.

Hashtag tracking plays a key role in social listening because:

  • It’s easier to identify hashtags than keywords, since they’re already somewhat popular
  • Members of your target audiences use industry-related hashtags
  • You can track the activity levels of hashtag trends and conversations, helping you determine how large a crisis is or how popular a positive message is
  • By adding sentiment-based keywords to your trackers, you can measure the general feeling about a given tagged topic

5 Types of Hashtags to Monitor

The scope of your social listening strategy won’t be wide enough if you only track one kind of hashtag.

As you plan and implement the strategy, consider monitoring these five different types of hashtags:

1. Brand Hashtags

Track these hashtags along with positive (fun, great) and negative (bad, won’t) keywords to measure sentiment.

As you identify users with clear opinions one way or the other, reach out.

This could involve asking what they specifically like or dislike, building genuine conversations to earn their appreciation.

As a bonus, these conversations could result in developing ideas to improve your product or service.

Not only should you include your brand hashtag when sharing original content, but encourage your fans and followers to use it too. This is a win-win scenario, because:

  • You’ll have more social content to track and analyze
  • Users will have a clear way to share posts with the community interested in your brand, helping them gain a larger following

Example: #JustDoIt

Under Nike’s famous brand hashtag, people share posts about sports, athletic apparel and motivation.

Keeping tabs on the hashtag gives Nike a clear picture of what their target markets think about the brand’s identity.

2. Your Competitors’ Brand Hashtags

What you can do for your brand, you can do for the competition.

As potential customers use opposing hashtags, track them and use keyword filters to figure out what prospects do and don’t like about other brands.

When you identify a prospect, you may feel the need to gently reach out and explain why you succeed where your competitor fails. This can involve giving a demo or free trial, depending on your industry.

On the flip side, look out for satisfied customers.

If your company doesn’t offer the service or product that made them happy, your team may have a new idea to consider.

Example: #BeMoreHuman

https://twitter.com/RolandGuillot1/status/697737640955768833

By monitoring the Reebok hashtag, Nike digital strategists can figure out which posts:

  • Earn the most engagement
  • Express a clear opinion about the Reebok brand
  • Reveal prospects to follow up with

From there, Nike’s social team can take the approach it wants to when it comes to interacting with users or studying successful content.

3. Chat Hashtags

A quick search using key terms should reveal chat hashtags relevant to your industry and audience.

Popular on Twitter, you can monitor a chat to learn more about users who are interested in the subject matter.

Tracking relevant chat hashtags as part of your social listening strategy allows you to:

  • Make content ideas based on people’s opinions, pain-points and comments
  • Track if your company or competition is referenced during the conversation
  • Connect with new prospects, as many people who may be interested in your company might not know about it

Example: #SoloPR

Your brand stands to benefit as a member of either category. As a public relations team, you can make new contacts.

As someone who targets these professionals, you can stay on top of industry trends.

4. Event Hashtags

As more marketing and public relations teams use social media to amplify events, tracking event hashtags should secure a spot in your social listening plans.

Monitoring activity before, during and after the big day can provide insights about:

  • Any concerns attendees have
  • Which parts of the event were most appreciated
  • When activity around your hashtag rises, and if any spikes correlate with certain parts of the event

Example: #GRAMMYs

It’s not your average event in terms of scope, but social media marketers in the music and entertainment industries stand to benefit from tracking #GRAMMYs on Twitter.

Staying on top of your data feed and tweeting appropriately can boost audience and engagement numbers as moments go viral, users disapprove of a speech or if there’s backlash against a winner.

5. Campaign Hashtags

Not everyone will directly mention your brand when using your campaign hashtag, meaning there’s a clear need to track the tag’s performance as part of your social media monitoring strategy.

The same goes for online campaigns from rival brands.

Similar to brand hashtags, you should track campaign hashtags with and without sentiment-based keyword filters.

Doing so gives segmented looks at how consumers view the campaign.

It’s easier to sort through relevant and irrelevant data – as well as pinpoint issues and action items – as a result.

Example: #ShareACoke

Coca-Cola’s famous campaign never seems to end, as customers keep sharing photos of namesake cans and bottles.

By monitoring this campaign hashtag as a competitor, you can:

  • Develop ideas for future campaigns
  • Learn how to alter your products or make new ones
  • Determine which types of digital content you should be making and encouraging your audience to create

Tracking this hashtag as part of Coca-Cola’s social listening strategy helps its marketers:

  • Repurpose the most popular content
  • Reach out to well-known personalities using the hashtag
  • Study what charged the campaign’s success

5 Social Listening Tools

If your digital team doesn’t already use one, your step after identifying hashtags is finding a tool that collects accurate data.

There’s a library of social media analytics services to choose from, each with features and price points to suite different teams. We looked into 25 platforms in this blog post.

But since not all of them apply to social listening, here are 5 tools that do:

1. Keyhole

demonstrating social listening using keyhole as a tool

But tracking hashtags and keywords, collecting metrics to improve your social listening approach, is a reason why users love us.

You can compile Twitter and Instagram content in real-time, displaying data such as reach, impressions and activity numbers on a shareable dashboard.

Plus, you can rank influential posters and track demographic metrics such as gender and location.

If you happen to miss monitoring an event or campaign, we’ll get historical social media data for you.

2. Social Mention

Think of this tool as a social search engine. Entering a hashtag will generate pages of user-generated content from more than 100 platforms.

Social Mention tracks traditional metrics such as reach and sentiment, making it useful for listening to discussions around brand and campaign hashtags.

But it also displays unique metrics such as passion – the likelihood that users will post more than once about your brand.

3. Hootsuite

A popular platform management tool, you can also use Hootsuite for social listening.

After you identify keyphrases, create a stream for each one.

You’ll get a grid of social content, showing basic engagement data. Hootsuite also lets you flag posts and assign team members to address them.

What’s more, you can restrict the stream results based on data such as location.

4. Twubs

Twubs is a hashtag directory, fit for basic social listening on Twitter.

Typing a hashtag into the home page’s search bar will generate a live stream of tweets, also giving you an option to access limited historical data. Within Twubs, you can reply to tweets and post new messages with the given hashtag.

5. Twitter Advanced Search

Twitter Advanced Search - 5 Tools for Social Media Listening with Hashtags

Don’t overlook Twitter itself for basic social listening.

You can use the advanced search function to refine your queries, identifying posts that use any given hashtag.

The range of filters for dates, sentiments, locations and keywords helps you zone in on specific audiences. And since you’re operating on the platform itself, it’s easy to engage with people.

Segmenting Your Audiences

Dividing the audiences you identify through social listening into sub-categories can help you develop content to better meet their diverse needs and interests.

In this case, social market segmentation starts with sampling messages that use a monitored hashtag.

Depending on the popularity of the tag, this could involve looking at 10% to 100% of the posts.

By examining profiles and other messages, divide the posters into groups based on data such as:

Look for themes and prevailing opinions within each group. For example, you may notice a segment of your audience expresses a common concern. Another may frequently post about a topic related to your brand.

Regardless, developing these consumer personas is an exercise in better understanding your markets and knowing how to communicate with them.

That’s the goal of social media monitoring, after all.

Comments to Reflect On

Optimizing your social listening approach with hashtags and select keyword filters can generate a library of relevant data, providing more information about your online market.

And by monitoring different types of hashtags, you may even unlock an audience you didn’t know you had.

That, in itself, could take your marketing strategy in a new direction.


Keyhole is a real-time conversation tracker that provides keyword and hashtag analytics for Twitter and Instagram. Get started for free.

Life is short and the internet is vast.