How to use the social monitoring tool to engage with leads

Last Updated: October 17, 2014

Use the social monitoring tool to:

  • Monitor what your best leads are saying about your industry and your company
  • Nurture your leads based on what they say online
  • Discover when leads mention you or your company

You can also track your leads with the Sidekick tool, which allows you to see when one of your contacts opens your email, visits your website, or registers an activity in Salesforce.

The streams you'll find in the Social Monitoring tool help you track the social conversations that matter to you most. Streams are the results of the searches you set up in HubSpot to monitor conversations on Twitter and are displayed in your Social Monitoring tool. This article specifically discusses how to use streams to monitor and more deeply engage your leads.

Leads are generally defined as the people who have filled out a form on your site. To learn about the different types of leads, follow this link.

You can create multiple streams that serve different purposes.

Leads are color-coded in orange, so that you can easily pick them out from the rest.

What to monitor

What should you keep an eye out for when monitoring your leads on Twitter? So glad you asked.

You can use streams to find out if your leads are:

  • Asking questions about your company, products, or competitors
  • Offering reviews or reactions to your product or services
  • Commenting on issues or topics of interest to your industry or field
  • Using your products on a trial or demo basis
  • Having problems with your website or service

Tip: When creating a stream, use a HubSpot contact list so you can target a specific cluster or type of leads.

Your marketing team can create streams that specifically monitor:

  • The activity of your different leads based on what product or service they are interested in
  • The activity of thought leaders in your industry when they mention certain terms on Twitter
  • The conversation around the words and phrases that are core to your brand

Your salespeople can create streams that specifically monitor:

  • Their open leads' conversations, using the integration with contact lists.
  • Their "closed lost" leads' mentions of certain terms, using the integration with contact lists.
  • Their "closed won" leads to check in with them after the sale, using the integration with contact lists.

Your support team can create streams that specifically monitor:

  • Questions or concerns people have about your products or services
  • Conversations your customers and leads are having about your products or services
  • Positive and negative feedback for your products or services


Follow these steps to learn how to create a new stream to monitor leads. In the following example, we'll set up a stream to monitor for when a list of leads tweet about HubSpot's Inbound conference.

1. Create a new stream

Click on the Create stream button on the top menu in Social Monitoring.

1. Create a new stream

2. Select whose tweets you'll monitor

Select either All of Twitter, A Twitter List, or A Contact List to choose whose tweets you want to monitor. When monitoring leads, it's often useful to select A Contact List because you'll want to constrain your stream to those contacts in your database who are talking about your search terms. To learn more about the different tweet monitoring options, visit this help guide.

2. Select whose tweets you'll monitor

3. Select a contact list

Select a contact list from the drop-down menu. In this case, we're choosing a particular list of leads. You can learn creating contact lists in this article.

3. Select a contact list

4. Add keywords

Now you'll add the keywords that you want to look for, and then set other filters. You'll want to choose keywords that are important to your company and the industry as a whole, so that you can keep track of related conversations.

Once you've added your keywords, click on More options to begin narrowing your search even further.

4. Add keywords

5. Exclude accounts

You can exclude certain accounts.

5. Exclude accounts

6. Select email recipients and other notifications

Set up your stream to notify certain recipients, like your marketing team. Select these email(s) from the drop-down menu. You may also want the stream to send you push notifications to the HubSpot mobile app, as well as show up in your Social Inbox.

6. Select email recipients and other notifications

7. Set email notification timing

After adding your email recipients, you have three options as to when the email will be sent: Immediately (as soon as results are found), at 8:00 am, or at 8:00 am and 4:00 pm. Make your choice.

7. Set email notification timing

8. Name the stream

Create a name for your stream.

8. Name the stream

9. Create stream

Create your stream by clicking the Create stream button.

9. Create stream

Now you can view your finished stream.

Respond to Twitter conversations

To take full advantage of the power of streams, make sure that you respond to and engage with the social media conversations you find. By responding, you'll build stronger relationship with your leads, who might then turn into Marketing Qualified Leads or Sales Qualified Leads, and then eventually into customers.

You can:

  • Share streams with your team
  • Interact with leads via Twitter
  • Respond directly to leads
  • Respond in timely manner
  • Answer questions

Tip: Be consistent about monitoring your streams.

Create content for leads

If you create content around a particular topic, you'll give leads something to follow. This includes blogging and tweeting about a subject that is important to your brand and industry. Generating content can make you more visible to your leads and can provide subject matter that a lead can comment on.

More examples

You can use streams for many different purposes. Here are some more examples of how you can use them.

  • A college might use streams to monitor applicants' conversations during the application process. This could be helpful for the college to track and respond to people’s questions, assist with deadlines, and provide support.
  • If your company is hosting an event, you can use streams to monitor the response of attendees before, during, and after the event. It can also be used to make sure people know where and when the event is.
  • A food service company could use streams to monitor what people are saying about their service and food, and they can also track recipes and trends.

Next Article: How to use the social monitoring tool to engage with customers


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