Find the best 10 social listening tools list in 2024. Compare some of the top social media listening software, platforms and companies. Free and paid social media marketing conversations monitoring and tracking  – ranking list.

Brought to you by Mau, a Senior Social Media Marketing Specialist at eDigital.


Before you pay for one of the best social media listening toolslet me tell you something you probably have been turning a blind eye to…

Social media is not helping your business

  • Social Media platforms are “money extraction” machines. Their business model is to make money from you.
  • The social media algorithms have been deliberately designed to lower your organic reach so you have to pay for ads to reach your followers. That’s why only 5% of your followers may see your posts (If you are lucky!)
  • You keep trying to build audiences on social media you will never own. 
  • You cannot transfer your hard-earned social media followers to your best CRM software.
  • Your customer acquisition costs from social media ads are through the roof.

The solution

I can offer you the best digital marketing strategy workshop that will help you:


Find below the best 10 social media listening tools in 2024. Also, at the bottom of this article, we share expert tips on how to choose a social media listening tool and its benefits.

10. BRAND24 


brand24 logo png

brand24 logo png

Brand24 is a market intelligence, social media listening and analytics tool. Brand24 can monitor any topic, keyword or brand name mentioned on Facebook, Instagram, TikTok and Linkedin. It also combines features for gaining market and social insights, engaging audiences, and detecting sales opportunities.

Some of Brand24’s best features include:

  • You can track and engage in online conversations relevant to your business
  • Brand24 offers you analysis on reach, sentiment, and influence.
  • Many companies of different sizes ( not only enterprise-level) use this tool to identify and analyse online conversations about their brands, products, and competitors.
  • Great tool for listening to your brand or blog.
  • Brand24 gives you instant access to all public mentions on the internet.
Brand24 review testimonial

Brand24 review testimonial

Brand24 top clients include IKEA, Intel, Uber and Divante. 

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Talkwalker is one of the best social media listening and analytics tools. Talkwalker helps users find and use their social data to access insights on their brand.

Talkwalker’s top clients include UNICEF, the University of Sydney, Hydro-Quebec, Abu Dhabi Islamic Bank, UniCredit, Yves Rocher, Dubai TV Channels, STEF-Group, Zoo Zurich, DIE PR-BERATER, Orange, HelloFresh, Hong Kong Airlines, Nescafe and Deutsche Telekom.

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The Emplifi solution enables continuous social media monitoring without over-complicating analysis by automatically cutting out the noise and irrelevant data. With customisable query-based searches, uncover the right social media insights at all stages of the customer journey. From awareness and interest to purchase and retention, translate the relevant data into immediately actionable social media intelligence. You can spot and address problems across the entire customer journey before they escalate into a crisis. Whether it’s problematic campaign messaging, product errors or reacting fast.

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DemandForce (Formerly known as Flowtown) is a social media listening software that offers:

  • List management so the tool feeds your most up-to-date business information to popular consumer destinations, ensuring you have complete and accurate info on sites including Google, Bing, Citysearch, and more.
  • Marketing automation makes it possible to reach out to clients when they’re due for routine and recommended services.
  • Online reviews management. Expand your online presence by sending your customer reviews to sites like Yelp, Facebook, WebMD, Vitals and more.
  • Appointment reminders and confirmations. (via email or text) reducing no-shows.
  • Call tracking.

Demandforce’s top clients include Investopedia and Linkedin. 

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buzzsumo logo png

buzzsumo logo png

The Buzzsumo tool helps you find the most shared content and key influencers on social media. 

Buzzsumo’s top clients include Group M, HSBC, Intuit, Protec & Gamble, Google and Adani.

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cision logo png

Cision logo png

Cision is a social media management and listening tool. Cision gives users a solution for listening, engaging, and analyzing social streams to gain insights into a brand’s image and engage a community. Cision acquired ViralHeat in March 2015 and social media and PR listening platform Trendkite in Jan 2019. Cision also used to own a social media listening tool called: Visible Intelligence. Cision currently owns BrandWatch and

Cision’s top clients include Adobe, H&M and Volvo Cars. 

  • BRANDWATCH Owned by Cision
brandwatch logo png

brandwatch logo png

Brandwatch was bought by peer index in 2014 you can identify social influencers by topic. Brandwatch is a social intelligence and social media listening and analytics technology platform that gathers millions of online conversations every day and provides users with the tools to analyse them. In June 2017, Brandwatch launched “Image insights” their new image detection and analysis tool to help marketers discover and analyse how, when, and where people are sharing content with your logo. With image insights, marketers can discover how people are using your products even if they are not typing the exact words on their content allowing them to see all types of content: the good, the bad before it goes viral. In October 2018, Crimson Hexagon merged into the BrandWatch umbrella.

    • Signals. Signals is part of the BrandWatch offering allowing companies to analyse media mentions in real-time and automatically alert you via email when there have been significant changes, such as an increase in volume, a trending story or an influencer getting involved in the conversation. The “Signals” tool doesn’t require you to know what changes you’re looking for in advance – so it’s great for unearthing stories or issues you might otherwise have missed. Signals can be set up to alert multiple people – even those without a Brandwatch login.

Brandwatch’s top clients include Walmart, Nestle, Unilever, AstraZeneca, PepsiCo and Havas Media Group.

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Listen to over 100 sources and you can easily track and measure what people are saying about you, your company, a new product, or any topic across the social media landscape in real-time.

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meltwater logo png

meltwater logo png

Meltwater helps PR, social and marketing teams go beyond media listening. Meltwater platform helps clients build influence, connect with their audience and measure success on the go. Meltwater has made a number of acquisitions in the social media space including Sysomos (April 2018), Klear (April 2021), Owler (June 2021), (Nov 2021).

Meltwater’s top clients include Google, Kellogs, Puma, H&M, World Wildlife Fund, Mailchimp, Air France, W Hotels, Fox Sports and The Economist.

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sprinklr logo png social media marketing tool platform software

sprinklr logo png social media marketing tool platform software

Sprinklr is an enterprise-level social media suite with features for social media management, social media listening, social advertising, and social analytics. Sprinklr can access a variety of social media sites including Facebook, Twitter, LinkedIn, Google+, and Instagram. Sprinklr offers users customizable social media components to integrate with many departments within a company. Sprinklr offers AI AI-assisted content. Overcome writer’s block with OpenAI’s ChatGPT. Let AI instantly generate ideas for your social posts while you decide the brief, tone and audience.

Sprinklr’s top clients include L’Oreal, SAP, Wells Fargo, Microsoft, Ikea, Uber,, Cisco, Prada, Lenovo, Honda, McDonald’s, Ferrara Candy, Sonos, Acer, Groupon, Philips, Clemson University, Telefonica Brasil, Norse Atlantic Airways, Evri, Boston University, Havas Media Group and Arnott’s Group. 

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Ever since Keyhole extended its hashtag research to cover Instagram, it’s been one of the most complete hashtag analysis tools on the market. They give you a lot of information about each specific hashtag, including how many users added it to their posts, the reach of the hashtag, and the impressions it receives. You can also see how many unique posts featured the hashtag, to evaluate popularity against the competition.

Keyhole’s top clients include US Open. 

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Need social media listening support or training? Contact us


A social media listening tool allows you to:

  • Respond to customers who reach out via social media in a timely manner as not everyone will call your customer service department.
  • Know what your potential and current customers, competitors, partners and industry leaders are communicating about your brand and their sentiment on social media platforms.
  • Stay on top of the strongest influencers in your niche talking about your competitors or your brand.
  • Protecting and building a positive brand reputation in your marketplace?
  • Getting accurate demographic data about the people talking about your brand on social media platforms?

The best social media listening tools have become a requirement for answering all the above questions. When consumers reach out to brands on social media, they expect a quick response. And failure to respond – even to messages where your brand isn’t explicitly tagged – can negatively impact people’s perception of your brand. By prioritising social media listening and investing in the right team and tools, brands can keep track of every social mention and quickly resolve any customer issues that arise.

As a result, many marketers are turning to social media listening tools (also called social media listening platforms) to make sense of online conversations.

Some of the best social media listening tools and software are used for a variety of purposes.

Marketers use social media listening tools to make sense of online conversations with the objective to:

  • Respond to customer requests, questions, and concerns
  • Understand their target audience
  • Develop better creative content
  • Assess campaign impact/performance
  • Foster connection with consumers
  • Support other departments including customer service.
  • Report results to your manager and team
  • Trend analysis: find new industry terms and trends
  • Measure ROI
  • Competitive insights: listen to competitors’ popular posts and commentary.
  • Listen and respond to customer commentary (First impressions, evaluations, feelings, advocacy)
  • Find influencers

Clutch released a study analysing how medium and large businesses use social listening tools.

social listening benefits clutch survey results

social listening benefits clutch survey results


Ensure your “C” level team also invest in actioning the insights coming from social listening

  • Have a detailed document on what exact type of insights your team wants from social listening and more importantly negotiate a budget to take action on these key social listening insights.
  • This exercise will make a massive difference in providing ROI from your social listening investment and make it easier for you and your team to make informed business decisions out of social listening.
  • Having a budget to action “social media listening” insights also will help you have a compelling argument to get “c” level approval and re-sign when your social media listening contract expires.

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Check how audience segmentation, type of mentions and sentiment work before signing a contract

  • Ask for a test period (at least 3 months) and if possible compare two social media listening vendors during the same testing period. Compare the social listening data coming out of the two platforms, how they help you with audience segmentation, type of mentions to listening and sentiment analysis. Having a testing period is key as you do not want to be locked into a year contract with the wrong tool.
  • Check how you get mentions in real-time across a variety of social channels so you can mitigate any brand reputation issues.
  • You want to be able to filter by neutral, positive, or negative sentiment when necessary to respond to negative comments or reward positive ones.
  • You want to be given a graph that displays the most popular times in which mentions occur so you can construct your content strategy distribution accordingly.

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Check gender and channel data

  • The platform should allow you to break down the results by gender, age (generations) and social media channel sources to see how certain genders are mentioning or engaging with your brand or keywords across different social media channels.
  • You want the above data in a graph form so you can easily see how it has changed over time.

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Tip: When you notice that you have a stark difference in engagement on certain channels over others, you can pivot resources to increase engagement on the less involved channels if they are part of a stronger part of your target audience. Reaching the right audience is crucial with your social media campaigns, so executing your content toward the correct demographics that correspond with certain channels is extremely important for a social media strategy.

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Check how the social media listening platform locates influencers

  • The platform should allow you to locate the right influencers to help promote your brand.
  • It should offer you their potential reach, estimated ad equivalency*, and the number of mentions they’ve accumulated over a specific date range.

*Estimated ad equivalency is a feature that denotes an estimation of the amount of money you would have had to spend in advertising to get the same amount of exposure. It’s a great way to know the dollar $ value of an influencer.

Does it offer a “Word” cloud and how does it work?

  • The tool should give you ideas on other keywords and phrases to target with the word cloud
  • The word cloud should show the most common words appearing in a mention that features your brand and/or keywords.

Check other features available 

  • Storm alerts so that you know whenever there is a high volume of mentions occurring on the channels you’re listening to.
  • Reports that you can send to anyone at any time can be automated as well.
  • Topic comparisons so that you can compare certain aspects of your social media campaigns across the dates and channels you select.


  • Customer Service. Even good people – sometimes – do bad things on social media, leaving poor comments, complaints and destructive criticism about your brand. This content can lead to specific business disruptions, stress and brand reputation damage. It can help you pivot quicker if it is structured correctly.
  • Designing a product upgrade. Using social listening, marketers can listen to interest in extra product accessories or new features nationally or in specific cities. In a particular location, you may see a particular need since people are posting pictures about their issues. In another city, you might spot considerable demand for a more premium version of your product or service. You might also notice particular instances of bad product usage.
  • Identifying pain points for potential customers using other options or brands. marketers can position their own offerings against the existing options. City-centric and perhaps even fully personalized ads on social media can help embed your brand as a better option for your potential customers.
  • Amplifying your brand media releases. listening to trending news stories about your brand not only helps you with customer service.
  • Optimising campaign launches. Ensuring there is an infrastructure for measuring reception to launch is important. This is a prime opportunity for immediate feedback around your offering which can be used to improve and compare against future launches. This is something that’s important across all industries where there are multiple launch dates across the world.
  • Increase your positive brand reputation. Social media listening allows you to turn negative commentary into positive experiences, only when you can systematically track social media conversations.
  • Listening to your competition and newsjacking. Knowing when your competition is generating big spikes in social media commentary is key as you may have the opportunity to be involved in the conversation and also gain social media participation share.
  • Content marketing strategy insights. Social Media Listening offers your brand Insights for your Content Marketing especially when you are creating and/or testing ever-green content, tripwires and lead magnets.
  • SEO tips. can drive highly targeted traffic to conversion at a very low cost.
  • Knowing the most popular topics of the public, the government, the media (key journalists), your customers and your employees can give your marketing team an edge when improving your brand awareness, brand reputation and brand preference.
  • Cheaper than traditional marketing. In the long run, it is cheaper to listen to customers via social media than to run customer focus groups, etc.
  • Great audience segmentation. To make social listening data representative, you can create a specific audience you want to listen to based on a number of demographic and psychographic criteria. For example, You could listen to only teens’ conversations or people who work on social media.
  • Avoid a PR crisis. Being alerted to important issues within conversations around your brand (particularly ones around safety) can help you stay on top of potential PR crises.

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The benefits of social listening for marketers go way beyond the reach of their owned social media accounts. Identifying consumer needs, tracking conversations around competitors, optimising ads and launches and then keeping abreast of changing opinions and needs post-launch are all key areas where social listening can help bring the customer voice into important decisions. The fact that it’s all in real-time and immediately accessible means social data is perfectly suited to a fast-moving, volatile market where hours and perhaps even minutes can count.

eDigital can help you conceptualise, plan, develop, run and optimise successful social marketing campaigns that generate leads and sales for your brand.

Our digital marketing services include:

  • Strategic planning for social media and other digital marketing channels.
  • Online advertising management and optimisation: Google Ads Search, Display, Re-marketing and social media advertising.
  • Training: social media marketing training and digital marketing training. 
  • SEO strategy and execution. Including content development:articles, stories, eye-catching and SEO-optimised visuals.
  • Celebrity and influencer marketing campaign strategy. 
  • Brand development. Logo creation, brand personality development and design of marketing materials.
  • Consumer contests/competitions/giveaways.
  • Email marketing. Dip sequence design and deployment. 
  • Conversion rate optimisation. It is also called “path to purchase” optimisation. 

Contact us today and start boosting your leads and sales.

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Final note: Want to reduce customer acquisition costs and dependency on paid media? eDigital‘s marketing strategy training will unmercifully review your marketing, help you build a marketing engine with channels and assets you own, stir your team’s thinking, bring new ideas for new conversion paths and boost customer lifetime value.


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