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5 Social Listening Tools


One of our latest article was all about social listening and how to use it optimally to increase the performance of a brand. As soon as a company and its digital presence have reached a certain size, a manual social listening analysis is no longer viable from an economic point of view. Marketers have to put a lot of effort into it and the whole procedure gets quite expensive fast. Projects and daily business processes suffer from the lack of work force and, parallel to the increasing effort, the quality of the analysis would decrease.

Professional tools are the answer for this problem and the only viable solution to carry out an efficient and rapid social listening analysis without having to assign a large number of employees to this venture. In this article, we present our top five tools for successful social listening analyses.


Hootsuite is probably the best known in our top five list of social selling platforms. While Hootsuite is primarily popular for its function as a content management platform, it also offers a lot more. Through the automatic analysis of your own social media presence, you get a quick overview of the current situation and can react accordingly.
Hootsuite is very well suited for managing all of a company´s social media channels. However, if it were to be used exclusively for pure social listening analysis, we would advise another tool.

Hootsuite as a Social Listening Tool
Sprout Social

Sprout Social has four focus areas: Publishing posts, the evaluation of their performance, social listening and engagement measurement. At first glance, this is reminiscent of Hootsuite, but it quickly becomes clear that Sprout Social focuses specifically on social listening. After all, all team members should operate this application: from publishers to strategists to analysts. There are clear analytics and insights that summarize the evaluation efficiently.

Sprout Social as Social Listening Tool




Echobot offers a comprehensive analysis of the company’s own social media landscape. With an early warning system, a possible flood of negative comments, can be predicted and averted at an early stage using artificial intelligence. Other functions include the automatic creation of social media press reviews and influencer analysis panels.

Echobot as Social Listening Tool


This might also interest you: How artificial intelligence is used in PR

Social Bakers

Social Bakers follows the motto: “A 360-degree view of conversations around your brand”. Here, it is all about social listening. You get a detailed insight into all the opinions about your own company and its brand in social media that are publicly circulating. Social Bakers aims to ensure that both displeasure and desire are quickly and effectively brought to the attention of businesses. This can provide the basis for timely action, not only to counteract customer losses, but also to increase their engagement at the same time.

Social Bakers as Social Listening Tool


In addition, Social Bakers also provides detailed market insights and social listening about competitors.


Brandwatch is a Leader in the 2020 Forrester Wave for social listening platforms. The focus is on identifying consumer trends early and creating a clear picture of conversations surrounding brands. Artificial intelligence is used to discover new market gaps and potential trends, and by gaining facts from analytics the ROI of social media becomes predictable. Similar to Echobot, an early warning system alerts users to a large number of negative comments or feedback and prompts them to take action.

Brandwatch as a social listening tool

This might also interest you: 7 Changes That’ll Make a Big Difference in Your Crisis Management

This was – of course – only an overview of our top five platforms for successful social listening. Should you want to actively take your external perception into your own hands, please feel free to contact us and let us provide you with professional advice.

With over 30 years of experience, HBI is a company deeply rooted in the market, with a multitude of contacts and can deepen your social media presence in the market.

Feel free to contact us here.


About the author

Lukas Huber HBI

Lukas Huber

Marketing Assistant at HBI Helga Bailey GmbH – International PR & MarCom

Lukas Huber has been part of HBI’s marketing team since 2020. As Marketing Assistant, his responsibilities include the development of marketing campaigns, social media management and the creation of specialized articles.

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