Negative satisfaction feedback and customer feature requests made it clear there were many improvements to be made regarding the existing HubSpot social monitoring feature. But what needed to be addressed, and how to do it?

After an extensive amount of user interviews it was clear, users wanted more network options for monitoring mentions, hashtags, keywords, trending topics, ability to create custom "feeds" and seeing trends over time based on these custom feeds. Users want to use this more flexible, and customizable feedback to inform future content creation, scheduling campaigns, and monitoring sentiment across their brands and accounts.

By adding more up to date metrics related to mentions, keywords/hashtags, competitors and other custom "feeds", we have already received overwhelming positive feedback for the inital rollout of Instagram mentions, and improved custom-feed creation and monitoring. We're adding brand sentiment monitoring, and more metrics available from a dashboard view, and from initial testing, the appetite for this additional level of monitoring and social management is high. (Note: the included concepts and UI are a small portion of the entire project, as this is being built in stages, and cannot share portions that are still in development.)