Overview of Hootsuite Insights
Hootsuite Insights, powered by Brandwatch, is a comprehensive tool designed to monitor and analyze online conversations, enabling businesses to manage their brand reputation, track competitors, and identify key trends across various social media platforms.
Key Features
1. Monitoring and Analysis
Hootsuite Insights allows users to monitor mentions of their brand, campaigns, and competitors in real-time. This includes tracking @mentions and #mentions, as well as posts from social networks, blogs, forums, and online news sites.
2. Boolean Search Logic
Users can utilize Boolean search logic to combine keywords and find specific information. This feature is accessible through the Quick Search function, which helps in narrowing down searches to gather relevant data.
3. Saved Searches and Alerts
The platform offers both Quick Search and Saved Searches options. Saved Searches can be customized and tagged for easier categorization. Users can also set up alerts to notify them of changes in mentions, such as negative feedback or critical mentions, ensuring prompt action can be taken.
4. Sentiment Analysis and Trends
Hootsuite Insights includes enhanced sentiment analysis to gauge the sentiment of social media posts. This helps in understanding how people feel about the brand, products, or campaigns. The tool also identifies top themes and trending topics, providing insights into popular positive and negative posts.
5. Competitive Intelligence
Users can compare their brand’s performance with that of competitors by tracking mentions by source. This feature helps in visually tracking the social share of voice and net sentiment over time, which is crucial for planning social campaigns and improving products.
6. Integration with Hootsuite Analytics
Hootsuite Insights is integrated with Hootsuite Analytics, allowing users to capture and compare important social listening metrics alongside other social data. This integration enables the creation of custom reports that include insights from both tools, ensuring a holistic view of social media performance.
7. Data Management and Reporting
Users can add their own social media accounts (Facebook Pages, Instagram Business accounts, LinkedIn Pages) as data sources. The platform allows for the creation of fully customizable reports, which can be exported or scheduled to be sent within the organization to share insights across teams.
8. AI-Generated Summaries
For advanced insights, Hootsuite Listening (powered by Talkwalker) provides AI-generated summaries that help in quickly identifying recurring themes and emerging trends in the audience. This feature is particularly useful for gaining real-time social and consumer insights.
Functionality
- Quick Search and Saved Searches: These features enable users to perform ad-hoc searches or save recurring searches for ongoing monitoring.
- Filters and Customization: Users can filter search results by sentiment, channel, and more, and customize their searches to focus on specific hashtags or keywords.
- Alerts and Notifications: Customizable alerts can be set up to notify users of critical mentions or changes in sentiment.
- Reporting and Export: Insights can be exported or scheduled for regular distribution within the organization, facilitating cross-team collaboration and decision-making.
- Competitor Analysis: Compare your brand’s performance with competitors to gain valuable competitive intelligence.
By leveraging these features, Hootsuite Insights provides a robust platform for social listening, reputation management, and data-driven decision-making, helping businesses stay ahead in the ever-evolving social media landscape.