How to monitor mentions of your brand on X

To track when people mention your company on X, you search for your company's name on a regular schedule and read the newest results, because X itself only alerts you to posts that tag your account. The Mentions tab in your notifications shows posts that include your @username. A post that says "has anyone tried Acme for invoicing?" never tags anyone, so it never shows up there. Those untagged posts are usually most of the conversation about a company.

X gives you a few ways to find them on your own:

• Search with the Latest tab. Search for your company name on X and switch to Latest to see the newest posts first. Put the name in quotation marks to match it exactly, add your product names with OR, and add a minus sign before words you want to exclude.
• Advanced search. X's advanced search page lets you combine exact phrases, excluded words, languages, and date ranges, and filter by how many replies or likes a post has. Adding -from: with your own handle keeps your company's posts out of the results. You can save a search to rerun it later.
• X Pro. X Pro, formerly called TweetDeck, lets you pin a search as a column that updates as new posts arrive. It's included with an X Premium subscription.
• The X API. Developers can use X's paid API to receive every new post that matches a set of rules. It's the most complete route, and it needs a developer account, a paid plan, and someone to build and maintain the connection.
• Social listening tools. Paid tools such as Brand24, Mention, and Sprout Social track keywords on X alongside other sites and send you alerts or reports.

All of these are good at finding posts that contain your name. What none of them do is read the posts for you. If your company's name is also an ordinary word, most matches aren't about you. Among the real mentions, a customer reporting that your product is down, a founder asking which tool to buy, and a passing mention in a list of thirty products all arrive looking the same.

That reading is the real job. A good result is a short list of posts that are actually about your company, each with what the person said, how much attention it's getting, and whether you should reply, delivered while the conversation is still fresh enough to join.

Kite does that work for you. It searches X for the names people use when they talk about you, decides which posts deserve your attention, and tells you what to do about them.

Start by telling Kite what you want to hear about. You can ask for a single sweep:

"What are people saying about us on X this week?"

Or you can ask for something ongoing:

"Every weekday morning, tell me who mentioned our company or our product on X in the last day, and flag anything that needs a reply."

Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. You can work with Kite in your browser or in Slack.

By the time you ask, Kite already knows your company name, your product names, your website, your X account, and your competitors from its research on your business. It uses that to propose the search terms before it starts. If your company name is also a common word, Kite pairs it with your product names, your @handle, or your website address so the search finds you rather than the word. Confirm the terms or adjust them, and Kite runs the search.

You don't need an X account or an X developer plan. Kite searches public X posts through its own built-in X search.

Kite searches X for every name people actually use when they talk about your company. That usually means the following:

• Your company name, in quotation marks when it's more than one word
• Your product names
• Your @handle, which catches replies and tags
• Your website address, which catches people sharing links to your site
• Common misspellings and short forms of your name

Kite asks you for the names when your request doesn't give enough to go on, because a search on the right terms finds far more real mentions than a broad one. You can also ask Kite to search for a campaign hashtag or the name of a launch while it's running.

Kite reads each post it finds and decides whether it's a real mention of your company. It drops posts that use your company's name as an ordinary word, posts about a different company with a similar name, and posts from your own company's account. A post that names your product, links to your site, compares you with a competitor, or asks whether anyone has used you is the kind of mention you want, and Kite keeps it.

This is the step a keyword search can't do. A match says only that the word appeared. Kite's reading says the post is about you, which saves you from opening every result to check.

Kite sorts each real mention by what the person is doing, because that decides what you should do next. The common kinds are these:

• A complaint or a problem. A customer says something is broken, slow, or confusing. These usually deserve a reply soon, before other people pile on.
• A buying question. Someone asks which tool to use for a job you do, or asks for alternatives to a competitor. These are chances to win a customer in public.
• A comparison. Someone weighs you against a competitor. Kite notes what they said each product does better.
• Praise. A customer says your product helped them. These are worth a thank-you, a repost, or a request to use the quote.
• Coverage. A journalist, analyst, or well-known account writes about you.
• A passing mention. Your name appears in a list or an aside with nothing to respond to.

Kite also looks at how much attention each post is getting, from its likes, reposts, and replies and the size of the account that posted it. A complaint from an account with a large following, or a question that's already collecting replies, moves to the top.

How often Kite checks depends on how you asked. A one-time request runs right away and covers the period you named. A recurring request runs on the schedule you agreed on, such as every weekday at 9 a.m. in your timezone, and covers the posts that appeared since the last run.

If you'd rather hear nothing until a mention appears, ask Kite to keep a standing watch instead. A watch checks about every six hours by default, or as often as once an hour if you ask, and judges only what has appeared since it last looked. It finds posts through web search held to X, so a new post shows up once search has picked it up. The watch remembers the posts it has already read for the past month, so a post that stays in the results for days doesn't alert you twice.

Kite reports a short list of the mentions that matter, with the most urgent first. Each one includes the following:

• A link to the post
• The account that posted it and when
• What the person said about your company, in a sentence
• What kind of mention it is and how much attention it's getting
• What Kite recommends, such as replying today, thanking the customer, or nothing at all

A recurring summary also says how many posts Kite read and how many it set aside as not about you, so you can see the search is working. Results arrive where you work with Kite. In Slack, they go to the channel or thread you chose. If your team doesn't use Slack, Kite emails each summary to the person who set it up, and each run also appears as its own conversation in the Kite web app.

Kite can take the next step as soon as it reports a mention. When a post deserves a reply, Kite reads the rest of the conversation under it, so it knows whether someone has already answered and what the person is really asking. It drafts a reply in your brand's voice that fits the length and tone of a post on X, and you post it from your own X account.

Kite also keeps track of what people say over time. It records the complaints, questions, and comparisons that keep coming up in your team's knowledge base, so they shape your positioning, your comparison pages, and your next launch post. When a customer praises you, Kite can draft a note asking whether you may use their words as a testimonial.

You manage it by asking Kite. You can add or remove search terms, change the schedule, pause the monitoring and resume it later, or stop it for good. You can also ask why a watch exists, and Kite tells you the request it was set up from.

When the monitoring is running, you get a short, reliable record of the X conversations that are actually about your company.