How to track social media mentions

Social Media mentions must me properly tracked. Twitter.

Track social media mentions is key, believe us. How many Twitter mentions does your clients accounts receive per day? How do you track them? Those two simple questions are key to measure their reputation and identify also users that can become clients in the future. The number of Social Media mentions can be overwhelming sometimes, however, if we track them correctly we can get a lot of benefits. This task should be a part of your daily work as a marketer, we will explain how to create a Twitter mentions dashboard using Tweet Binder FREE.

To track Instagram mentions is very different from Twitter and we will talk about in another post.

What to track when we monitor Twitter mentions.

A Twitter mention is a public tweet an account receives from another one. For example, I want to publicly ask something to a brand I must write its username in the tweet and the other user will receive a notification. A mention is different from a reply, that is a response to another person’s tweet. We need to track mentions and replies and, for the purpose of this post, they will be considered the same. That’s because we want to know what people say about us either if it is a reply or a mention.

Also, and this is important, we need to track the retweets of the mentions we receive because they add impacts. A reply is only seen by the common followers of both accounts (replier and replied), however if it gets retweeted the impact multiplies.

We will be using the account @BrandUSA as an example for this post. So let’s see how many mentions (public tweets) it receives. We actually like how they manage their Twitter presence.

Twitter user Brand USA
@BrandUSA is a Twitter account we actually like a lot 🙂


Monitor Social Media mentions (Twitter) with Tweet Binder FREE version.

We will be using the FREE version of Tweet Binder for this example, it works the same way when using the PRO version. Well, we will need to go to and write the user name of Brand USA in the search box:

Tweet Binder FREE version
Just write the user name and Go!

Then you will go to the stats dashboard but, before you get too excited with numbers, we need to “clean” a little but the results because here there are two types of tweets that we don’t want to track but Twitter will give anyway:

  • Tweets sent by @BrandUSA
  • Retweets to @BrandUSA’s tweets

We don’t need those tweets because they are not really Twitter mentions to @BrandUSA. So let’s clean! We will need to go to the “classify” section on the left menu. Once there we will firstly delete the sent by @BrandUSA. We will click on “new binder” and, after setting the name, we will write in the “Terms or hashtags to be included in this binder” section the following: from:brandusa and then “add term”. Once we create the binder, we will have all the tweets sent by @BrandUSA, we click on them and delete them.

New Binder by Tweet Binder
We’ll need to write from:brandusa in the search box.

For the retweets to @BrandUSA’s name we will do something quite similar. We will click on the “new binder” button and write RT @BrandUSA in the box. Remember to click “add term”. Once you get the RTs you go the the binder and delete them.

This way we will get all the retweets made to @BrandUSA
For the retweets we will write: RT @brandusa

Measuring the impacts, tweets and reach.

Once the report is clean it is time for the fun part: interpreting the results and comparing it with other reports. We have made the report for @BrandUSA with mentions since October 2016 so we have enough data. Check the results in the Twitter Impact Report.

There you will see all the important stats. Our recommendation at this point is to create binders to get stats on particular terms. For example, let’s create a binder with the words: “thanks” “thank you” to see how many people say thanks to @BrandUSA. To create a binder we will do it the same way we did before. In that case, we have 93 tweets saying thanks: 46 tweets and 47 retweets. This way you can curate your content a lot.

If you have Tweet Binder PRO, you can do this in real time and the stats and binders will be updated by themselves.

Mentions hashtag measurement will be treated in another post, but it is very important as well.