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Brand Management with Mention
Brand Management with Mention

Learn about the features that will support your use-case

Rodrigo Araujo avatar
Written by Rodrigo Araujo
Updated over a week ago

Welcome to your Brand Management guide with Mention. In this guide, we will delve into the specific features that will assist you in effectively managing your brand online.

In each section, you will learn about Mention's dedicated features for brand monitoring, social media engagement, and data analytics. On top of this, we will provide you with tips to get the best out of each feature for your dedicated usecase.

Here is an overview of the guide:

Let's begin!

Brand Monitoring with Alerts

Mention Alerts allow you to track relevant data from the web and social media. Within an Alert, you have the option of monitoring any topic that interests you by using text keywords. In this section, we will go over tips to create an alert to monitor your brand:


Keyword Searches & Brand Monitoring

When creating an Alert, it is important to note that Mention utilizes the text in your search to fetch data from the web.

If you are creating an alert for your brand, we recommend these tips to get the most out of your Alert:

Include common spellings and misspellings of your Brand's name

Within an alert, you'll want to make sure that you include multiple variations of your brand's name to ensure that Mention finds relevant data. These variations will be helpful when:

  • Your audience misspells your brand's name.

  • Your audience refers to your brand using a nickname.

  • Your audience uses a plural version of your brand name.

Here's an example:

In this query, the user is monitoring these versions of McDonalds online:

  • McDonalds: the brand name that is commonly written online.

  • Mickey D's: a nickname that is popular in the USA.

  • McDo: a nickname that is popular in France, Belgium, and other parts of the world.

  • McDnlds: a potential misspelling of the brand name.

Add hashtags to your monitor your brand on social media

Your online monitoring strategy should span across multiple sources from the web and social media. In an effort to support your social media monitoring, we recommend adding hashtags to your alert to efficiently monitor platforms such as Facebook, Instagram, and more.

Here is an example:

⚙️ We recommend adding hashtags to your query if you intend on monitoring Instagram specifically. Mention primarily fetches content from Instagram by searching for hashtags on the posts from this platform.

💡 Monitoring Special Characters:

Mention monitors the web and social media using the text and special characters that you add to your searches. Adding special characters like #, @, $ will change the topics you are monitoring.

To learn more, check this article: Mention Writing Rules

Include supplemental keywords in your query to identify your brand online

Mention Alerts track the specific words or phrases that you add to your search query. If you simply add your brand's name to an alert, you might find yourself consuming too much quota at a rapid pace.

To reduce the noise of unwanted mentions and accidental quota consumption, we recommend adding additional keywords to your query that will assist Mention's system in identifying your brand online.

These additional keywords can be:

  • Words or phrases that relate to your industry.

  • Specific products or services that your brand offers.

Example: Polar Beverages

In this query, the user is monitoring the following search:

  • Polar seltzer

  • Polar drinks

  • Polar beverages

The inclusion of the additional keywords will indicate to the Mention system that the focus of this Alert is to monitor mentions of Polar Beverages online. Without the additional keywords, the Alert would probably monitor other Polar topics such as the film, the watch company, and the weather.


Manage Quota Consumption Efficiently

As you continue to build a search query that fits your needs, Mention will provide you with additional resources to manage your quota efficiently. Before officially creating your alert, you will have access to the following resources:

Utilize Data Filters to Monitor Specific Mentions

Below the Keywords tab in your alert creation page, you will find a tabs dedicated to alert filters. These tabs will reduce your quota consumption by fetching specific data:

  • Sources & Blocked Websites: Choose the specific sources that you want to monitor. Additionally, you can blacklist URLs from your alert.

  • Countries & Languages: Choose specific countries or languages that you want to monitor.

With regards to Brand Management, you can use these filters to reduce your quota consumption and hone in on specific data points. Depending on your strategy, you can choose the sources, countries, and languages that you want to target.

📖 For more information on these filters, please check out these articles:

Mention Preview

The Preview will provide you with an estimate of mentions your alert could receive over 30 days. You can utilize this preview to adjust the keywords in your query.

  • If your query is too broad, the preview will indicate a large number of mentions.

  • If your query is too specific, the preview will indicate a low number of mentions.

💡 The Preview will take into account your search query and data filters. As you update your alert, the query will also update to display a new preview.

📖 To learn more about the preview, check out this article: Preview Mentions


Track your Social Accounts with Monitored Pages

Along with keyword monitoring, Mention offers the ability to monitor specific URLs from social media and review websites. With regards to brand management, you can utilize Monitored Pages to fetch posts and comments about your brand.

We recommend adding the URLs of your owned social accounts to your alert in order to fetch relevant posts and comments from your audience. Here is a breakdown of the data you can receive:

  • Facebook Pages: fetch posts and comments from your brand page.

  • Twitter/X Accounts: fetch tweets, comments, retweets, and @mentions from your brand account.

  • Instagram Business Accounts: fetch posts from your brand page.

  • LinkedIn Company Page: fetch posts from your brand page.

  • Review Websites: fetch reviews about your brand's product or services.

📖 If you would like to set-up Monitored Pages on your Alerts, please check out these articles:

Optimize your Monitoring with Tags & Filters

Search queries that are created for Brand Management are often broad searches that monitor the general conversations of a brand. If you would like to review mentions of specific topics for your brand, you can use Tags and Saved Filters in the Feed.

Let's go over these resources below:


Manual & Automatic Tags

In your Feed, you can create a Tag folder to categorize your mentions by specific topics:

You have the option of creating:

  • Manual Tags to tag any mention that you find in your Feed.

  • Automatic Tags to tag mentions that include specific words or phrases.

We recommend creating automatic tags to hone in on specific topics that appear in your mentions. For example, you can create tags to monitor mentions for campaigns, crisis words, or products/services that you offer.

📖 If you would like to create a Tag, check out this article: Organize Mentions with Tags

Saved Filters

In the Feed, you can use the Filter Menu to adjust the view of your mentions by specific data points such as time period, source, sentiment, and other metrics. These filters will adjust the view of your mentions to display relevant data.

If you find a filter that suits your interests, you can save the Filter as a folder in your Inbox:

Saved Filters are a great way to review specific datasets directly in the Feed. With regards to Brand Management, here are some filters that we recommend saving:

  • Sentiment Saved Filters: A dedicated saved filter for positive or negative mentions in your Feed.

  • Influence Saved Filters: A filter to monitor mentions that have a specific influence score or more. This is a great way to monitor mentions from top performing websites and viral accounts.

  • Languages or Country Filters: If you are monitoring content on an international level, we recommend organizing your mentions by specific languages or countries to easily track the content.

📖 If you would like to create a Saved Filter, please check out this article: Organize Mentions with Saved Filters


As new mentions appear in your Feed, it is important to compartmentalize your content with Tags and Filters to focus on the data that matters to you. Tags are a great way to organize mentions by content and topics while Filters will organize mentions by key metrics. Nonetheless, we hope these resources will optimize your mentions.

Engage with your Audience

Along with online monitoring, Mention will also provide you with social media management tools to control the communication of your social channels. Within your account, you will have access to Publish for social media scheduling and Respond to manage direct messages.

Here is an overview of these features and how they will benefit your use-case:

Publish social media posts in one area

Publish is your social media calendar where you can schedule and review social media posts for Facebook, Instagram, Twitter/X, and LinkedIn.

The Publish dashboard will allow you to organize all of your posts in one area and collaborate with your social team:

Mention Publish Homepage

As a brand, you can utilize Publish to:

  • Engage with your audience and share a consistent voice across multiple platforms.

  • Proactively react to any content from your Mention Feed and adapt your strategy depending on the trends that you find from your mentions.

  • Share relevant mentions from the Feed directly to your social channels.

  • Review the performance of your social media posts with data analytics for each platform.

📖 To learn more about Publish and it's collaborative features, please check out this article: Oversee Campaigns with Publish

Respond to Direct Messages from Social Media

Respond is your social media inbox that will fetch direct messages from your Facebook and Twitter/X accounts that are connected to Mention:

Respond will support you in maintaining a positive brand image with your community and new customers. As a brand, you can use Respond to:

  • React to new messages the moment they appear in your inbox.

  • Connect your audience with expert team members that can handle customer questions, requests, and feedback.

📖 If you would like to learn more about Respond, check out this article: Get Started with Respond


Publish and Respond are your dedicated tools in Mention for social media management. With these resources directly in your Mention platform, you and your team will be able to manage social media projects at a rapid pace. This means that you'll have more time to focus on other projects dedicated to building your brand's reputation.

⚙️ Before you begin accessing these features, please make sure to connect your social media accounts to Mention!

Review Insights & Analytics

Mention's Analytic dashboards will provide you with an in-depth analysis of the data that you are fetching from your Feed as well as key performance indicators for your social channels. For your use-case, we recommend utilizing the Dashboard, Insights Center, and Reports to gather insights about the trends for your brand.

Here are some tips that we recommend for your use-case as you access the Analytic features in Mention:

Review your Mention Dashboard and take action based on your metrics

Whenever you log into your Mention account, you will be brought to the Dashboard to see performance analytics for your account. We recommend accessing the top portion of the Dashboard dedicated to your Mention Alerts:

As a brand, you can use the modules to get a glimpse of your alert performance before you even access your Feed or Reports. Here are some helpful modules that we recommend for your use-case:

  • Recent Mentions: You can utilize this list to review mentions were recently fetched from your Feed. These mentions can give you an idea of conversation topics for your brand.

  • Number of Mentions: This module will provide you with the volume of mentions that you have received over a period of time. You can use this metric to indicate if a viral moment or crisis is emerging.

  • Positive / Negative Sentiment: The sentiment modules are a great indicator of your current brand health. You can use these modules to adapt your brand strategy depending on the influx of positive or negative mentions.

The Mention Dashboard is an analytic tool that can be used as your launchpad for session. If you click on a module, you will be brought to a different feature within your account. You can use these modules to determine if you will head into your Feed, Analytics, or SMM tools.

📖 If you would like to learn about the modules in your Dashboard, please check out this article: Explore the Mention Dashboard

Rapidly create graphs with filters on the Insights Center

The Insight Center is a graph creator that will assist you in reviewing metrics that specifically interest you. Within the composer, you can create a graph based on the alert, metric, and visualization that you want to see:

We recommend using the Insights Center when you need to rapidly analyze a specific metric. Here are some visualizations that we recommend reviewing for your brand:

  • Sources: You can use this metric to see a breakdown of the sources that are posting about your brand such as news outlets, forum sites, blogs, etc. This metric will identify where a large portion of your audience is online.

  • Languages/ Countries: The Language and Country graphs will provide you with a breakdown of your mentions by location. If you manage an international brand, this graph will help you identify the places that primarily post about you.

  • Sentiment: The Sentiment graphs will help you identify a potential viral moment or brand crisis.

  • Reach Score: You can use the Reach metric to view the impact of your mentions on specific days. The Reach graphs will display the total reach on specific days to indicate how many potential viewers are seeing news, social media posts, or publications about your brand.

  • Influence Score: The Influence Score will categorize your mentions by their impact and popularity on the web and social media. You can use this metric to identify top websites and social accounts that are sharing positive or negative content about your brand.

  • Topics & Hashtags: In the Insights Center, you can create a Topic cloud or Hashtag cloud to view the popular terms that are appearing for your mentions. These visualizations will help you identify common trends amongst your brand and can be used as a discovery tool for new hashtags that your audience is using.

  • Tags: If you created Tags to monitor topics about your brand, you can use the Insights Center to view the breakdown of mentions by each Tag. We recommend utilizing this metric especially if your tags are focused on specific topics about your brand such as campaigns or products.

Once your Feed begins to receive mentions, we recommend checking the Insights Center on an occasional basis to review the specific metrics that interest you.

💡 The Insights Centers offers filtering options in your graph-creator that will allow you to review specific data-sets within your visualizations. To learn more, check out this article: Filter the Insights Center

If you are on the Mention Pro or Pro+ Plan, we recommend using the Insights Center filters to review your data. The Insights Center will allow you to freely manipulate your data and visualizations in whatever manner you would like.

📖 If you would like to learn more about all of the metrics offered in the Insights Center, please check out this article: Discover the Insights Center

Download PNG graphs for your personal decks

The Insights Center offers multiple sharing capabilities embedded in your graph creator. After you create a graph, you have the option of downloading the graph in PNG format:

If you need to share your brand's metrics on a specific deck, we recommend using this method to rapidly move your graphs to a presentation.

💡If you are on the Company plan, you can use the Save button to insert your graph into an existing Report or create a new one. To learn more, check out this article: Create a Report with the Insight Center

Create a Listening Report to review all of your metrics in one dashboard

Mention Reports will be your dedicated dashboards to fully comprehend the data from your alerts:

When it comes to Reports, we recommend creating a Listening Report for your brand alerts. Listening Reports will provide you with an overview of your brand alert with metrics that you can engage with directly in the platform.

Once a Report is created, it will update in real-time as new mentions populate in your account. This means that you can review the dashboard whenever you want or download the latest version of the report to share!

⚙️ During Report creation, you can apply filters to your Listening Report to review mentions from a specific dataset such as sentiment, location, or source. The filters will apply to all modules in your final report.

  • If you are on the Pro & Pro Plus plan, you can only use the filters during alert creation. You cannot edit reports after creation. We recommend using the Insights Center to create filtered graphs instead.

  • If you are on the Company Plan, you can edit reports at any time.

📖 Once you are ready to create a Listening Report, you can check out this article: Create a Listening Report

Review the performance of your social channels

Once you connect a social account to Mention, you will have access to social analytic reports that will provide you with the performance of the social channels you oversee:

With Social Analytic reports, you will have a direct view of your brand's health for specific platforms. You can use these metrics to track the popularity of your brand's social channels, review top performing posts, and identify if a crisis is emerging on social media. Altogether, these reports can help you identify if changes need to be made within your social strategy.

⚙️ You will need to connect your social accounts to Mention before accessing these reports. You can create a Social Analytic report for Twitter/X, Facebook, Instagram, or LinkedIn.

📖 If you would like to create a social analytic report, please check out this article: Create Social Analytic Reports

Download & Share Reports

We recommend downloading your reports to keep track of your metrics from specific time periods. On top of this, you can share the downloaded reports at any time to your team or clientele.

📖 If you would like to download a report, please check out this article: Export Data


The Analytic tools that are available in your Mention account will provide you with an in-depth overview of the conversations and trends from your Mention Alerts. We recommend setting up dedicated Report dashboards for your alerts to fully comprehend the data that you are fetching in Mention.

Stay Informed with Notifications

Once you've configured your Mention account to fit your use-case and needs, we recommend activating Notifications for the features that you are accessing.

Within Mention, you will have access to in-app notifications that will appear in your account and email notifications that will be sent to the email address on file.

Mention offers multiple notifications for monitoring, social media management, and analytics. With regards to brand management, here are the notifications that we recommend activating in your account:

  • Top Mentions: the Top Mention email is a daily or weekly email that you can set-up to receive performance statistics about your alerts. We recommend using this notification to get a head-start on your day/week as it will indicate your brand's health.

  • Spike Notifications (Pro, Pro Plus, Company Plan): the Spike notification is a notification that will be sent when your alerts begin to fetch a large quantity of data. This notification will indicate if your brand is experiencing a viral moment or a crisis is emerging.

  • Alert Notifications (Pro, Pro Plus, Company Plan): if you are using Mention with a team, we recommend setting up alert notifications to notify you when alerts are shared or your Mention Quota is about to exceed.

📖 For the full list of notifications that are available for monitoring, social media management, and analytics, please check out this article: Notifications from Mention

Thank you! We hope this guide will assist you as you begin to utilize Mention for brand management. If you have any questions or would like assistance with your account, please contact [email protected].

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