Set up and analyze social insights

Use social insights to monitor Reddit mentions of your brand, competitors, and keywords directly in HubSpot. By tracking community conversations, you can check how your brand is perceived, compare brand mentions to competitors, and identify high-impact engagement opportunities.

For example, if a user on a specific subreddit asks for software recommendations to solve a technical challenge that your product addresses, you can identify this competitive gap and reply to the conversation to increase your brand presence. Social insights are only available for Reddit conversations. 

Please note: to access this feature, your Super Admin can opt your account into the Monitor Reddit Conversations and Social Insights directly in HubSpot beta.

Before you get started

To set up and track social insights, toggle the Give users access to generative AI tools and features on in your AI settings.

Please note: you can manage AI feature access in your AI settings and configure what data is shared. Review HubSpot's AI Trust FAQs and AI Model Cards for detailed information on AI security controls, data use, and compliance.

Set up social insights

Set up social insights by entering your brand details, competitors, and keywords. This information syncs with your brand settings. 

1. In your HubSpot account, navigate to Marketing > Social.

2. Click the Insights tab.
3. In the Brand and Domain fields, enter your brand details.
4. Click Get started.
5. On the Brand details page, enter your brand name variations to represent how your brand is represented (e.g., HubSpot or HS). Click Next.
6. On the Competitors page, click Add more competitors.
7. Enter the competitor's name, domain, and brand variations. Click Save.
8. Click Track and add [number] competitors.
9. On the Keywords page, enter keywords used to track the brand, such as topics, tags, products, industry terms, or regions.
10. Click Generate insights. 

Brand updates may take a few minutes to display on the social insights dashboard. To check the status, view the Processing your updates progress bar at the top of the dashboard. 

Edit social insight settings

After setting up the social insights dashboard, edit your brand details or update tracked competitors and keywords as your brand grows.

1. In your HubSpot account, navigate to Marketing > Social.
2. Click the Insights tab.
3. In the upper right, click Manage and select from the following:
   • Edit brand details: edit your brand information.
   • Edit competitors: enter the competitor’s company name, domain, and their brand variations.
   • Edit keywords: enter key terms associated with your brand.
4. In the right panel, you can edit, add, or remove the brand information, competitors, or keywords used to generate social insights.
5. Click Save.
   

Analyze social insights

Use the social insights dashboard to track brand sentiment, analyze your competitors, and track engagement opportunities. 

1. In your HubSpot account, navigate to Marketing > Social.
2. Click the Insights tab.
3. To filter social insights by date, click the date picker and select a date range.
4. Review the following insights and the percentage of change based on the selected date range:
   • Total mentions: the number of direct and indirect Reddit mentions of your brand and brand variations.
     • Direct mention: your brand is tagged in a Reddit conversation (e.g., u/username).
     • Indirect mention: your brand is included in a Reddit conversation, but is not tagged.
   • Engagements: the sum of interactions on conversations where your brand is mentioned (e.g., likes, comments, shares, and saves).
   • Share of voice rank: the frequency your brand is discussed on Reddit, ranked against your competitors. For example, if brand A has the least frequent mentions compared to competitor B and C, the share of voice rank is #3.

Tracked conversations

Monitor Reddit conversations that mention your brand, keywords, and competitor activity. Review tracked conversations for the following categories:

• Tracked keywords: conversations that include your tracked keywords.
• Tracked mentions: conversations that mention your brand name, brand variations, or domain. Monitor these conversations to gain insights about your brand perception.
• Competitive gaps: conversations that mention your competitors or tracked keywords where your brand isn't directly mentioned. These conversations present opportunities to increase your brand presence. 
• Recommended: conversations identified as recommended posts for brand engagement. Candidates for engagement include conversations that offer a path toward resolution, such as product questions, technical support requests, or mixed-sentiment posts. 
  

Reply to tracked conversations

1. In the Tracked conversations section, click a post.

2. In the post details panel, review the tracked keywords and competitors mentioned in the conversation. In the Relevant comments section, review the specific comments that mentioned your tracked keywords, competitors, brand name, or brand variations. 
   
3. To view the full post, click View on Reddit.
4. To reply to a conversation, on the Recommended tab, click a post with a Reply recommended.
5. At the bottom of the Reddit post details panel, click Engage with Reply. 

Brand sentiment

Monitor brand sentiment to gain insight into how your brand is perceived in Reddit conversations. Brand sentiment is calculated by analyzing brand mentions and categorizing them as positive, neutral, or negative. Learn more about monitoring social sentiment. 

In the Brand Sentiment section, review the following reports:

• Brand sentiment score: displays the percentage of brand mentions with positive sentiment.
• Brand sentiment over time: displays changes in the brand's sentiment score for the selected date range. 

Competitive benchmarking

Track how your brand is represented in Reddit community discussions compared to competitors. 

In the Competitive benchmarking section, review the following reports:

• Share of voice: displays the percentage of tracked conversations that mention the competitor.
• Competitor mentions over time: displays the count of competitor mentions for the selected date range.