Social Mentions

Social Mentions

What is this metric?

Social Mentions measures how often people publicly talk about your brand on social platforms—currently Twitter/X and LinkedIn. A “mention” is any public post containing your brand name, handles, hashtags, or approved keyword variations set in your Brand Configuration.

Because different brands are discussed in different ways (#aws, AWS, @awscloud, “Amazon Web Services”), this metric captures all configured aliases and keywords so you can see the full range of how the world refers to your brand.

This metric shows:

• How often your brand enters public conversation
• The sentiment behind those conversations
• How your volume compares to competitors

How is this information valuable to my brand?

• 1. Measure brand awareness and cultural momentum

  Social Mentions reflect how often your brand shows up in public conversation. Rising or falling mentions are early indicators of:
  • Brand buzz
  • Organic adoption
  • Community engagement
  • Reactions to campaigns or news
  • Declining relevance
  This metric often moves before traditional KPIs.

  2. Understand public sentiment at scale

  Every mention includes sentiment and topic annotations, helping you see:
  • How customers feel about your brand
  • What’s driving positive or negative momentum
  • Which themes matter most to audiences
  • How sentiment shifts over time
  This creates a real-time emotional “pulse” for your brand.

  3. Benchmark performance against competitors

  You can compare:
  • Mention volume
  • Sentiment distribution
  • Topic trends
  • Campaign reactions
  • Brand momentum
  This helps you understand whether you’re leading or lagging the conversation in your category.

  4. Inform messaging, positioning, and campaigns

  Teams can use mention data to refine strategy:
  • Identify messaging gaps
  • Validate resonance of new positioning
  • Spot areas where competitors are winning attention
  • See which topics most engage your audience
  Spark can even suggest actions or messaging tests based on mention trends.

  5. Detect emerging risks or opportunities early

  Spikes in negative mentions often signal:
  • Product issues
  • Customer service problems
  • Viral criticism
  • Misunderstood messaging
  Spikes in positive mentions may indicate:
  • Excited users
  • Influencer pickup
  • Successful campaigns
  • Strong community advocacy
  Even without real-time alerts in the MVP, the trends help you see issues forming early.

  6. Enhance storytelling and reporting

  In Stories, you can see the actual posts creating volume and sentiment trends—providing color and context for:
  • Internal reports
  • Executive briefings
  • Monthly brand reviews
  • Campaign retrospectives
  Analysts can combine mention trends with traffic, ads, and conversion data to tell a fuller story.