Social Media Mention Monitoring

Every mention is a signal. The question is whether you’re reading them.

See what's being said about your brand

Your brand is mentioned more than you think

A customer tags you in a complaint. A competitor’s follower leaves a comment on your ad. A review goes live on a platform your team doesn’t check until Monday morning. None of these feels significant in isolation until they are.

Social media mention monitoring is how brands stay connected to the full picture of how they’re perceived online. Your official messaging means nothing if it doesn’t match the posts you’re tagged in on paid, owned and earned media.

For enterprise organisations fielding thousands of interactions a week, that level of visibility isn’t a nice-to-have. It’s the foundation of every smart decision your marketing, communications, and customer service teams make.

Our Sydney-based community managers maintain live oversight of your brand’s mentions, tracking, assessing, and acting on them, so nothing slips through undetected and no risk has time to take root. 

Our clients.

Macquarie
Hartford
Bunnings
UNSW
Stockland
Specsavers
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The mentions you're missing are the ones that matter most

There’s a common assumption among enterprise brands that their social channels are being watched. In most cases, they’re being checked, sort of. Checking happens during business hours, between other tasks, by a team already stretched across a dozen other priorities.

The gap between the two is where reputation damage happens.

Social media mention monitoring with Burrow eliminates that gap entirely. Our team doesn’t wait for your internal managers to log on; we’re already watching. When a mention surfaces that requires attention, we assess its risk, respond on your behalf, and escalate to your team if warranted, all within 30 minutes.

Mention monitoring that goes beyond owned channels​

Most brands focus their monitoring on the channels they own and manage. But mentions don’t confine themselves to your Facebook page or your Instagram profile. They appear in comments on your paid ads, on review platforms your team rarely visits, in community groups, and across channels you may not even be active on.

Burrow’s social media mention monitoring service covers the full breadth of your brand’s online footprint, including:

  • Owned social channels across Facebook, Instagram, LinkedIn, and more — tracked live, with responses delivered within your brand’s tone and guidelines.
  • Paid media comment monitoring, where negative sentiment can accumulate quickly and visibly during active campaign periods.
  • External review platforms: customer feedback on third-party sites gets the same prompt and considered response as direct social mentions.
  • Real-time sentiment tracking that identifies how the tone of your mentions is shifting, giving your team advance warning of emerging issues before they become front-page problems.
  • Proactive community engagement that turns social media mention monitoring from a defensive function into an active driver of brand advocacy.
  • End-of-day reporting and escalation logs so your leadership team always has a complete record of brand activity and how it was handled.

You have the brand. We have the eyes on it.​

Burrow embeds directly into your operations, taking complete ownership of your mention monitoring so your internal team can focus on what they do best. From live tracking to rapid escalation and daily reporting, we handle every layer of your brand’s online presence.

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Case studies

FAQs

How to monitor social media mentions?

Effective social media mention monitoring requires two things working in concert: enterprise-grade technology and experienced human judgment. While platforms like Sprinklr, Meltwater, Brandwatch, and Sprout Social handle real-time tracking, they can’t always decipher whether a mention is a genuine risk, a customer service opportunity, or background noise, especially when the mention includes contextual nuance.

That requires trained people who understand your brand’s context, voice, and escalation protocols. At Burrow, our expert community managers operate from a dedicated Sydney command centre every hour of every day, reviewing live mention feeds, responding on your behalf, and escalating critical issues within a guaranteed 30-minute window.

Mention is a software platform that tracks brand references across social media, news outlets, forums, and the web. It’s designed to give marketing and communications teams visibility over where and how their brand is being discussed online.

However, tools can only do so much. At Burrow, we harness a variety of tools to give us the insights needed to comprehensively understand your brand’s position in the marketplace. Task us with caring for your brand so you can focus on client servicing.

Measuring media mentions means going beyond raw volume to understand what your mentions actually reveal about brand health. The key metrics our team tracks as part of social media mention monitoring include:

  • Mention volume over time to identify spikes that may signal emerging issues
  • Campaign traction; sentiment breakdown across positive, neutral, and negative categories
  • Share of voice relative to competitors
  • Engagement rate on the mentioned content
  • Response time
  • Reach across platforms.

With these metrics, we can create a framework to best manage how your brand is perceived online and identify where your community management strategy needs to evolve.

On social media, a mention occurs whenever a user references your brand, whether by tagging your account directly or by mentioning your brand in a post, comment, or review.

Mentions serve several functions: customers use them to flag complaints, ask questions, or share experiences; advocates use them to recommend your brand to their networks; and detractors use them to amplify negative sentiment to a wider audience. Each type carries a different level of urgency and requires a unique response. That full-picture visibility is what separates reactive brand management from genuinely proactive reputation protection.