What does brand mention mean?
Also called: mention
Brand mention
Any public reference to a brand, by @handle, by hashtag, or by name in text, made by an account other than the brand's own.
Mentions are the raw material of brand monitoring. They arrive without being solicited, which makes them a better read on public sentiment than anything a brand publishes about itself.
The three kinds behave differently. A tagged @handle notifies the brand and is easy to catch; a hashtag is findable but noisy; a plain-text name mention is the most common and the hardest to detect, because it requires matching a keyword rather than a link.
How we calculate it
We search each brand's hashtags, the posts that tag its account and, for the busiest brands, its name in captions, then keep the posts by other accounts that match. Each search returns a limited number of recent posts, so our mention counts are a sample of what was posted, never a platform total; they are best read as change over time and as a share among peers.
The full guide: Brand mentions: what they are and how to track them.
Monitor mentions for your brands →