Join the 100,000+ social media professionals using Hootsuite Academy

  • Track your progress
  • Access community discussions
  • Test yourself

Video Transcript

Online conversations are an essential source of knowledge about your brand, customer pain points and the industry landscape. But those conversations could be happening in thousands of different places, and trying to keep track of them without an extremely powerful listening tool is nearly impossible.  Whether you’re trying to grow brand awareness, better understand your customers, or inform your sales strategy, Hootsuite Insights allows you to monitor a multitude of channels including social media platforms, news sources, and forums and blogs, so you can derive meaningful, actionable insights.

To get started with Hootsuite Insights, your first step is to build a search stream. Much like a Google search, a stream is created by defining search parameters - you enter your search terms, and get search results in return. For example, let’s say you’re in the airline business and want to perform a market trend analysis, which would mean getting an understanding of how many people are unhappy with their flying experience. Begin by selecting Add Stream, then Market Term. In the “define keywords” view, you’ll then add the keywords you want to monitor. In this case we’ll look for social media posts, news, and articles that include the words “flight” and “cancelled”, “late” or “delayed”, but exclude the word “plan.” Keep an eye on the preview window to monitor the results, then click “Continue” to move onto Filters and Sources.

In the Filters and Sources section, you can limit your search to certain languages, locations and platforms. While limiting a search can be useful in some situations, for example if your company is small with an English-only audience, it’s a best practice to keep these fields set to “All” to catch as many mentions as possible.  You can always add additional filters at a later stage.

In the additional sources box you can add RSS feeds from specific websites, such as influential industry magazines, as well as the public Facebook Pages of your main competitors. Tick the box below to ensure that the content pulled from these sources matches the search terms you defined in the previous step.

As a final step, add a descriptive name and click Save to create your Stream.

The stream will now populate with real time results. Under Mentions you can see all posts that meet the search query parameters and the sources they came from. Under Metrics, you’ll see a variety of information, such as the volume of mentions, top social platforms, sentiment, and gender distribution. You can filter the data in both Metrics and Mentions by a number of parameters including date, language, location and platform for a more precise view. For more information on any given metric, you can also click the Tooltip button which provides view extended explanations of each metric.

Signals is a feature that surfaces the best performing content from your stream for easy browsing and sharing, away from the densely populated Mentions stream. A mention becomes a signal when it’s had much more activity than other mentions in the stream. For example, a signal could be a piece of content from an influencer or a news channel, or a viral article about an industry trend. In this case, Signals can help you quickly notice if a prominent influencer with a large following is complaining about their experience, so you can quickly engage with them and take corrective action to solve their problem.

Now that you’ve put together your stream that collects results, you’re ready create Boards and Reports so you can analyze trends and changes over time.