The Top 25 Social Media Tracking Tools for Brands in 2023
Rebekah Paul |
 11/23/22 |
12 min read

Even as many of us try to break free of social media for various reasons, it has become clear that there is immense value for consumers to be connected with others. And for brands to track their social media activity! Let’s see how that will look in 2023.

Just when you thought you had purged yourself of social media, YouTube comes with this loophole. With YouTube handles, users and creators will be able to find and engage with each other. Now the platform is truly going to become a “community and home base” like other social media networks.

Imagine if Amazon offered buyers handles? It would be one of the biggest social networks.

That’s why we think that many of the popular platforms are going to offer a social media environment for consumers in 2023.

Right now, we are seeing 60% of the world’s population on social media, but soon it could go up to 70 or even 80 percent. For brands, this is a great opportunity to understand the consumers through alternative means as traditional techniques fail or are phased out.

But there is also a challenge to get quality data that is accurate, relevant, timely, consistent, and complete. Social tracking tools offer a solution to the challenge.

What is Social Media Tracking?

Social tracking is the use of advanced technology to monitor social media activities whether of the consumer, the brand, or the competition. It is also known as social monitoring and is different from social listening.

While social listening is effective at uncovering insights from all the existing social media data up to the point of the exercise, social tracking is great for obtaining real-time insights by gathering data on an ongoing basis.

What Metrics Do Social Media Monitoring Tools Track?

Social tracking tools collect a wide range of information that can be used to optimize marketing campaigns. This information (metrics) includes engagement, impressions, reach, share of voice, and sentiment.

We regularly cover these different aspects of social tracking on our blog and in other resources. The NetBase Quid® family of platforms is strategically designed to help brands accomplish most of the tasks. However, you may want to explore other social tracking tools as your brand requires.

Some tools can be used across all or multiple social networks while others are dedicated to only one or two. Depending on what you want to achieve, it is necessary to know the strengths and limitations of any tool you are considering.

This guide is created to help you do just that.

1. NetBase Quid®

What does it track?

Consumer conversations and market dynamics.

netbase quid tracking

NetBase Quid® is the leading platform for consumer and market intelligence. It offers scalable social tracking with an unbroken stream of data updates, allowing brands to add, track, and measure multiple social media accounts.

With real-time alerts and/or custom feeds, it ensures that you don’t miss anything that might be of use to your brand. Customized reports can be generated and shared on command with powerful data visualizations, branding, and exportability.

To separate valid signals from the noise, users can take advantage of its keyword targeting, data filtering, and brand monitoring features. They can also conduct comprehensive competitor analysis through battlecards, campaign tracking, and consumer feedback features.

Built on cutting edge AI technology, NetBase Quid® empowers brands with advanced social tracking features such as automation, social listening, machine learning (ML), and sentiment analysis based on natural language processing (NLP).

Its powerful and customizable dashboard allows for not only neat data visualizations but also a clean working environment for analysts.

Further, the platform can track data from all over the web, not just social media and it allows integration with third-party tools in order to provide a single source of truth for the organization.

If you’d like to know how NetBase Quid® can help your brand specifically, reach out for a demo today.

2. Rival IQ

What does it track?

Competing social media campaigns.

competitive audit on rival iq

Rival IQ is NetBase Quid’s sister company built on the same advanced AI technology that allows brands to perform unparalleled social media competitive intelligence. It has unique features that enhance social tracking and benchmarking on all the major platforms including Facebook, Twitter, Instagram, LinkedIn, and TikTok.

Brands can conduct social listening and find topics using an advanced search feature. They can also monitor mentions of brands, keywords, etc. and set up custom alerts.

Rival IQ allows the creation of customizable reports with prebuilt dashboards, branding, and flexible exportable reports.

With these features, the platform is able to provide comprehensive social media analytics including post performance, topical analysis, and ad performance.

In addition to its powerful dashboard, Rival IQ allows integration with Google Data Studio to enhance the design and sharing of reports.

3. Mentionlytics

What does it track?

Social media brand mentions.


Mentionlytics offers brands wide-reaching social analytics and reports whether they are monitoring specific posts or entire campaigns. It also has publishing features that allow for creation, scheduling, and management of social media content.

With audience engagement analytics, brands can track the performance of different types of content.

Mentionlytics is equipped with a simple, straightforward, and easy-to-use dashboard that provides a complete view of the brand’s online presence. It also has an AI-based Social Intelligence Advisor (SIA) that enhances the quality of the information gathered.

The tool is capable of continuous tracking of mentions not just on social media but also the entire web.

However, one drawback is that the dashboard is not customizable. Users have also complained that it loads mentions more slowly as the volume increases.

4. Trackur

What does it track?

Brand reputation.


Trackur offers powerful keyword search and tracking on the mainstream as well as social media, allowing brands to see the historical as well as continuous data on the targeted terms.

Additionally, it offers user analysis for brands to know the influence of the people making specific comments.

With pattern and web creation, the tool makes it easy for analysts to interpret the data. It has filtering features for social media posts and the content is easily viewed on a neat display.

However, the tool is generally difficult to use lacking features such as the categorization of social media posts.

5. Reputology

What does it track?

Social media user reviews.


Reputology offers great features for monitoring reviews across social media and review sites. It has a powerful dashboard that can display multiple data sources and it allows collaboration with the team.

Several team members can share one Reputology account and users can be granted permission depending on their role in the organization or department.

Further, it is great for multi-location businesses being user-friendly and customizable.

The tool might be improved with contact management features that would help cultivate a relationship with reviewers. Users have also complained about its complicated pricing model.


What does it track?

Specific social media marketing campaigns.


NUVI provides social analytics for content and campaign performance. It also has publishing features that allow content creation and posting across various platforms. The reports generated can be branded, customized, and exported.

With campaign optimization features for identifying trends and giving suggestions such as optimal posting times, brands can tweak their campaigns to improve the performance.

Users are also able to perform social tracking for audience engagement on multiple platforms.

However, while it is great at tracking engagement, NUVI is not so good at building it and some customers have complained about poor customer service.

7. Buzzlogix

What does it track?

Social media analytics.


Buzzlogix integrates with Facebook, Twitter, YouTube, RSS feeds, discussion forums, news sites, and business websites to provide deep level social media analytics. It also allows brands to carry on engagement with their audiences inside the platform.

Team members can also collaborate on projects and automation features make it possible to schedule post publishing.

The tool also uses the data it collects to find and suggest high-performing hashtags in order to improve the visibility of the posts.

Further, Buzzlogix offers campaign, mention, influencer, and competitor monitoring.

One drawback about the tool is that it can only analyze the data collected after subscribing, not before.

8. Tweepsmap

What does it track?

Twitter audience segments.


As the name suggests, Tweepsmap is dedicated to Twitter, offering audience segmentation by location and demographics. Beyond segmenting, the tool is designed to help brands build communities with audience engagement, user analysis, and topic discovery features. This helps with campaign optimization.

It also has advanced post scheduling features.

Users of Tweepsmap can run multiple targeted campaigns aided by its advanced automation features. Brands are also able to track their competitors and benchmark performance.

If you want to apply these features on your other social media channels, you can’t because the tool is limited to Twitter.

9. Followerwonk

What does it track?

Twitter audience analytics.


Followerwonk offers advanced Twitter analytics helping brands refine their target audience. It has features for Twitter audience benchmarking, trend identification, and follower management. It also provides campaign optimization suggesting optimal posting times.

Brands can also use Followerwonk to find influencers. With the powerful visualization features offered, the data is easy to read and compare with competitors. Reports can also be generated and easily shared across the organization.

However, it doesn’t support integration with third-party tools and its user interface is outdated by current standards.

10. Reddit Keyword Monitor Pro

What does it track?

Keywords on Reddit.


Reddit Keyword Monitor Pro allows brands to identify and monitor keywords on the platform, with the ability to search multiple keywords at a time.

Additional features include post monitoring. Users can add and save posts as well as make notes on and mark specific posts.

Being dedicated to Reddit, the tool is limited to social tracking on the platform.

11. TweetDeck

What does it track?

Twitter account performance.


TweetDeck is one of the best tools to help brands manage multiple accounts from a single dashboard. It offers a range of features including tweet collection, categorization, and scheduling as well as ability to tweet from multiple accounts.

It has a clean interface that allows users to view different timelines easily. There is also a Twitter search capability that offers suggestions and autocomplete.

TweeDeck is equipped with sentiment-based search that lets users filter search results by positivity and negativity. The search history is saved but it can also be erased.

However, for the best experience, TweetDeck is limited to larger screens.

12. Twitonomy

What does it track?

Influencers on Twitter.


Twitonomy helps brands track their audience engagement across Twitter. It features a dashboard that provides analytics and data visualizations and allows for the creation of customizable reports.

Users can conduct follower analysis to see who’s following and unfollowing. It also has features to manage Twitter lists by browsing, sorting, adding, or removing users.

With its Twitter social tracking features, Twitonomy is a great tool to find influencers on the network. The only major drawback is that you can’t use the tool on other platforms.

13. Brand24

What does it track?

Social media conversations.


Brand24 monitors social media conversations across multiple channels and provides audience analytics such as engagement, following, and sentiment.

It has advanced filtering and organizational features to improve the quality of target hashtags and other social media data. These features can also be used to identify influencers and analyze their power across various platforms.

Equipped with AI-based sentiment analysis, Brand24 can reveal the emotions behind the social media posts for a more precise understanding of the audience.

Further, brands can enjoy advanced reporting with features for customization and exporting.

However, Brand24 supports a limited number of languages and it is too expensive for small teams that want to enjoy its advanced features.

14. Hootsuite

What does it track?

Social media accounts.


Hootsuite offers the ability to manage multiple social media accounts from one dashboard. It has features to help with content creation and publishing, including scheduling. Further, it provides performance analytics and reporting.

Using the brand’s custom data, Hootsuite is able to offer real-time recommendations for campaign optimization. Brands can engage with their audiences directly from within the platform.

The platform is also popular for its suite of tools that perform extend social tracking tasks. However, Hootsuite is quite expensive for small teams.

15. Keyhole

What does it track?



Keyhole is especially useful for tracking hashtags and keywords on Twitter and Instagram. It also allows brands to monitor their accounts on both platforms, and even track the competition.

Brands can use the tool to track their influencers and measure their contribution. With post filtering and sentiment analysis features, Keyhole provides a deep understanding of the audience.

Users can see target posts in live stream and they can access historical data for trend analysis. The company has been praised for its excellent customer onboarding and support.

However, it can be too expensive for small brands and compared to other tools on the list, it is poor at post scheduling. There is a steep learning curve but that is probably offset during onboarding.

16. Boardreader

What does it track?

Brand reputation.


Boardreader is dedicated to content search and discovery on social forums and discussion boards. To help with this, it has features for data filtering by date, language, and other filters.

Being limited to forums and boards, brands can’t use Boardreader on the other social platforms.

17. Nexalogy

What does it track?

Trends on Twitter.


Nexalogy makes it easy for brands to find streams of relevant conversations on Twitter, which is great for discovering and monitoring trends. It has interactive Interest Maps that are created based on the Twitter account or hashtags and search queries.

The tool can reveal the most active or engaged people in the brand’s network in general or in specific conversations. Thus, it can also be used effectively to identify influencers on the platform.

One major drawback of Nexalogy is that it doesn’t allow integration with other tools. Additionally, it has limited language support, with only English.

18. Iconosquare

What does it track?

Instagram accounts.


Iconosquare provides analytics and reporting for Instagram activity. Starting with real-time monitoring of posts to the data filtering capabilities to ability to track follower growth and identifying top followers, this tool does it all.

Followers can be segmented and influential profiles identified and tracked. It also allows for social tracking of competitor performance.

Its post scheduling features make it easy for brands to manage their content on the platform. Users can also customize their Instagram feeds which helps them target the relevant communities and topics. They can also engage with their audiences more effectively with the ability to track comments and reply, mark, or delete them.

Iconosquare even provides data on profile viewers and it supports up to 20 global languages. However, you can’t use it on any other platform apart from Instagram.

19. Awario

What does it track?

Social media brand mentions.


Awario offers continuous monitoring of target keywords across social media, but it doesn’t stop at that. Brands can use its Awario Leads feature to generate leads and complete sales on social media by automatically identifying posts looking for product recommendations.

The tool provides powerful analytics to track campaign progress. Brands can get email alerts for updates on relevant conversations. Even more helpful, they can set negative keywords to avoid irrelevant alerts.

With Boolean search functionality, Awario is able to provide refined results on search queries. It has great organizational features allowing users to sort conversations, organize their work into folders, and prioritize marketing activities.

Reporting is also top-notch allowing the customization, branding, and exporting of reports for effective information sharing across the organization.

Users have complained that it is slow to load and that cheaper plans are too limited.

20. BuzzSumo

What does it track?

Social media content.


BuzzSumo is popular for its content discovery capabilities. Brands can find high-performing content after which to model their own. It offers a free Google Chrome extension to perform content research on the go.

It is possible to set alerts on target brands, topics, and keywords which allows brands to monitor not just their own activities but also those of their competitors.

BuzzSumo has features for measuring the authority of social media users which helps brands identify influencers across social media. The tool also gives the ability to do SEO on social media and allows collaboration with third parties for backlinks, for example.

However, BuzzSumo is yet to catch up with emerging social platforms such as Snapchat and TikTok. It can also be very expensive for small brands.

21. Tailwind

What does it track?

Instagram and Pinterest posting.


Tailwind is designed to help brands monitor their Instagram and Pinterest. It provides social analytics and delivers reports on how posts on Instagram and Pinterest are performing for a chance to improve the campaign.

It has many features to improve content creation and sharing including scheduling posts and hashtag identification. Posts can be categorized and centrally managed, which helps streamline marketing campaigns.

Tailwind is also equipped with AI-based sentiment analysis and it offers collaboration features including a content calendar and library, shared inbox, and user permissions.

Its limitations include a poor user interface, slowness to load, and poor customer support.

22. Loomly

What does it track?

Social media accounts.


Loomly is a great tool for teams collaborating on the management of the brand’s social media accounts. The central management of social media accounts makes it easy to engage with the audience across multiple platforms.

It also provides social analytics reports showing post and campaign performance. Campaign optimization features include trend identification and ad management and optimization.

It has collaboration features and at the same time allows user permission and content approval by managers and clients. With follower analysis capabilities, Loomly helps brands understand important audience data on demographics, location, and interests.

The notification system for collaborating teams is quite slow and the basic features are sometimes too limited to be helpful.

23. HubSpot

What does it track?

Customer data.


HubSpot is primarily a customer relationship management (CRM) platform. It has capabilities that make it a suitable tool for social tracking. These include ability to track content performance and monitor social media engagement.

Designed as a CRM, it is an efficient software for capturing and managing customer information on social media. Brands can use HubSpot to analyze the correlation between social media content performance and sales.

However, while the company offers free plans, users miss out on most of its capabilities. For instance, customized reporting is only available with paid plans and customer support is dedicated to paying users.

24. Atribus

What does it track?

Social media content.


Atribus comes with a powerful dashboard to enhance its primary function which is content discovery on social media, blogs, and online news outlets. It provides social analytics and creates customizable and exportable reports.

It can also be used for influencer identification, audience engagement, and competitor monitoring. However, it can be technically challenging for many users and expensive for small brands.

25. YouScan

What does it track?

Visual content.


YouScan is built with advanced image recognition technology which allows brands to track and analyze visual content on social media. It has great visual features including a customizable dashboard, powerful data visualization features, advanced reporting, and integration with third-party tools.

It can also be used for influencer identification and tracking, campaign planning, audience engagement monitoring, and competitor analysis.

Customer support is limited to business hours and it can be expensive for small brands.

As you seek to upgrade your social tracking toolkit, we hope this list will be useful. If you’d like to see NetBase Quid® in action at a good starting point, reach out for a demo today!

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