--- title: How to monitor mentions of your brand on X description: X only notifies you when someone tags your @username, so monitoring your brand on X means searching regularly for your company and product names, and an AI marketer can run those searches for you, decide which posts are really about you, and tell you which ones need a reply. slug: /how-to/monitor-mentions-of-your-brand-on-x page_type: playbook lead_prompt: How do I track when people mention my company on X (Twitter)? target_prompts: - How can I use an AI marketing agent to monitor mentions of your brand on X? entity: Kite category: AI marketing agent author: Devon Wells and Kite date_published: '2026-10-28' date_modified: '2026-10-28' related_use_cases: - /use-cases/brand-reputation-monitoring.md --- # Playbook # How to monitor mentions of your brand on X ## Key Takeaways - X's notifications only show posts that tag your @username. Most people who talk about a company on X type its name instead, so finding those posts takes a search for your company and product names. - You can run that search by hand in X's Latest tab, keep it open as a column in X Pro, pay for a social listening tool, or build on X's developer API. Each one finds matching posts, and each one leaves you to read every match and decide what it means. - Kite searches public X posts for your company name, product names, @handle, and website address through its own built-in X search, so you don't need an X account or a developer plan. - Kite reads each post and decides whether it's really about you, what kind of mention it is, and whether it needs a reply, then reports only the posts worth your time. - You can ask Kite for a one-time sweep, a daily summary of new mentions, or a standing watch that stays quiet until a new mention appears. ## How do I track when people mention my company on X (Twitter)? 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. ## How to get started 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. ## How Kite monitors your brand on X ### What does Kite search for? 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. ### Is this post really about your company? 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. ### What kind of mention is it? 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 does Kite check? 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. ### What does Kite report back? 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. ### What happens after a mention? 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. ### How do you change or stop the monitoring? 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. ## What the finished work contains When the monitoring is running, you get a short, reliable record of the X conversations that are actually about your company. - **The search.** Kite searches public X posts for your company name, product names, @handle, and website address on the schedule you chose, or keeps a standing watch that stays quiet until something new appears. - **The mention list.** Each real mention links to the post, names the account, summarizes what was said, labels the kind of mention, and shows how much attention it's getting. - **Recommended actions.** Each mention carries Kite's recommendation, with complaints and buying questions from high-reach accounts at the top. - **Draft replies.** When a post deserves an answer, Kite drafts one in your brand's voice for you to post from your account. - **Recurring themes.** The complaints, comparisons, and questions that keep appearing go into your team's knowledge base for later marketing work. ## Common questions ### Does X notify you when someone mentions your brand without tagging you? No, X doesn't notify you about posts that name your company without tagging your @username. X doesn't offer keyword alerts, so untagged mentions only show up when you search for them, whether by hand, with a listening tool, or with an AI marketer like Kite running the search on a schedule. ### Can Kite watch for mentions of my brand outside X? Yes. Kite can keep a brand-mention watch that searches the whole web for your company's name, which covers news sites, blogs, forums, and review sites as well as X. For a new team, Kite may start a web-wide brand watch on its own and explain why it exists and how to stop it. ### Can Kite monitor my competitors on X too? Yes. Ask Kite to search X for a competitor's name the same way you'd ask about your own. Posts where people complain about a competitor or ask for alternatives to it are often good places for your company to join the conversation. ## Related pages - **Use case:** [Monitor brand reputation and public mentions](/use-cases/brand-reputation-monitoring.md) - **Use case:** Respond to negative comments about your company online (coming soon)