Sprout’s Tag Performance dashboard with metrics like post impressions, post engagements and post clicks.

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Industry buzzwords and trends
If you’re in a specific niche, it’s a good idea to keep iraq business email list track of trends or buzzwords in your industry. Even if these conversations don’t mention your brand directly, it helps to stay informed about what’s being said about your industry as a whole. This can also be a good source of inspiration for new content ideas or to join the conversation in innovative ways.

Joining in on conversations that aren’t just customer service or complaint-driven helps show that your brand is active in your overall industry, and just as involved in the latest news or trends as the dedicated audience in your niche. It could be as simple as chiming in on seasonal trends like Dell does by commenting on Starbucks’ Fall flavors.

An X post from Starbucks' account where IT company Dell joins an ongoing conversation between Starbucks and their customer.

CEOs and public figures
You should also monitor mentions of public figures or spokespeople for your brand or a specific campaign. Make sure you’re monitoring conversations around your CEO or any other prominent figures associated with your brand. Even if the news around the person isn’t directly related to business operations, how company leaders are portrayed in the media can affect how people think about your brand as a whole.

Brand sentiment
Brand sentiment is the emotional tone and perception that people associate with your brand based on their experiences, conversations and interactions. Monitoring it can be very important to improve your brand strategy.