What are mentions, main mentions, and comments?

In Unamo Social, mentions are anything public written on social media that features your keyword(s). 

Main mentions are posts, status updates, video descriptions, or Instagram captions that feature your keyword(s). 

Comments are written in response to a post or status update. They can contain keywords or not. By default, Unamo Social shows you all comments with keywords and all comments made in response to posts with keywords even when they do not contain keywords themselves.

Unamo Social begins in the “Mentions” section of the tool. 

Here you can see all public mentions and comments from Facebook, Twitter, YouTube, and Instagram. The tool is set to “All” mentions from all social channels by default.

Filtering Mentions

If you can see that your keyword choice rendered irrelevant results, select “Edit topic” on the upper, right-hand side of the main page. “Edit topic” will take you back to your original query so you can make adjustments. 

Selecting “All mentions” will provide you with a drop-down list of filter options. Here you can choose to filter by:

  • All Mentions
  • All Main Mentions
  • All Comments
  • Comments With Keywords
  • Comments Without Keywords
  • Mentions and Comments With Keywords

To the right of all mentions is the date range box. Here you can choose to filter your mentions by a custom date range. Your options are:

  • Last 24 Hours
  • Last Week
  • Last Month
  • Last Year
  • Custom Dates

By default, the tool shows you mentions from the last month. So, you can see mentions from the previous 30 days. To get historical data dating back further than 30 days, you need to purchase it as an add-on. 

The final button at the top of the page allows you to export your data as a list or a chart. 

Next is the channel bar. To filter by social channel, click in the checkbox of the channel you’d like to view alone. You can also select more than one to see two or more channel results combined. 

The number inside each box denotes the number of mentions found on that social network.

You can find more advanced filters under the channel bar. You can filter by:

  • Keyword
  • Author
  • Gender
  • Satisfaction

You can also select “More” to create a more detailed search. Here you can select extra keywords that you want to include or exclude from mentions containing your main keyword. You can select a WWW address that you want to include or exclude from mentions. You can select authors that you want to include or exclude. 

Plus, you can select genders, read mentions, or marked mentions to include or exclude. Marked mentions are mentions that you flag for later. More on that later. 

Selecting the “More” option once again leads you to filters based on number of interactions, reach, and number of words or characters. You also have the options to reset, save, and apply filters.

When filtering by interactions, you can choose:

  • Likes
  • Popularity
  • Comments
  • Shares

Sorting Mentions

To sort mentions, you will see a set of options right above the mentions feed. By default, Unamo Social shows you “All” mentions. But you can sort mentions by Status, Photo, Video, or Link. You can also select more than one at once to sort by two or more things simultaneously. 

Selecting “Status” will show you all status updates and all comments made in response to a main status update containing your keyword. To see status updates only 

Selecting Photo, Video, and/or Link will sort mentions by those containing such content. 

To the left, you’ll see a drop-down list of other sorting options. By default, Unamo Social will show you the latest mentions first. You can sort by: 

  • Latest
  • Oldest
  • Popularity
  • Most Liked
  • Most Reached
  • Most Comments
  • Most Shared
  • Random 
  • Recently Added

The Anatomy of a Main Mention

In the top left-hand corner of a main mention, you can see the profile image of the person who made the post. Plus, you will see a small icon showing you the origin of the mention. Next to the profile image is the person or account’s name. 

In the image, you can see that the account name is “Celluloid Dreams - the Movie Show” and that the account is from Facebook. You can click on the account name to view the original mention in real time on its social network.

In the top right-hand corner, you can see the posting date and time stamp. You can also see how many hours have elapsed since the post appeared.

In the body of the text, Unamo Social highlights your main keywords in purple and your required keywords in green. Occasionally, colors will vary. The copy above the box shows you what the person wrote as their mention. 

The copy inside the gray box is the media and accompanying copy, including photos, videos, and/or links. In the example, the mention includes a shared post with its original copy, image, and link to Soundcloud. 

At the bottom of the mention, you will see a small emoticon with a sentiment written next to it. Unamo Social assigns one of three sentiments to each mention automatically. Mentions can be positive, negative, or neutral. 

You can change mention sentiment manually if you find that the assigned sentiment doesn’t match. Often, sarcastic mentions will have the wrong sentiment. Changing mention sentiment can give you a more accurate aggregate sentiment metric. 

Main mentions also come with a dataset that shows you the level of engagement with the mention. Here’s what you can see:

  • Number of Likes 
  • Number of Comments
  • Number of Shares
  • Popularity Score
  • Reach on Social Media 

We calculate the popularity score by combining like, comment, and share scores. Comments and shares are weighted as they take more effort. For example, a mention that has 67 likes, 4 comments, and 2 shares has a popularity score of 115. Comments are worth 4 points each and shares are worth 16 points. So, the popularity score equation is:  (4 * 4) + (16 * 2) + 67 = 115

Reach on social media is the number of people who can potentially see the post or comment. Because each social platform is different, we calculate reach differently for each. 

But, the basis for reach calculation has to do with the percentage of followers who can see the post plus the potential number of followers who can see interactions with the post.

The Anatomy of a Comment on a Mention

When you see a comment on a mention, the mention box will look different:

In light gray you can see that the comment is classified as a “Comment on a mention.” The copy that follows is the original mention. On the right-hand side, you can see the author of the original mention. In the example above, the person commenting also wrote the original mention. 

The profile picture of the person making the comment is lower in the box to show that they are commenting. You can still see the icon of the social media network where they made their comment. In the example above, you can see that the comment came from Instagram. 

Their name or account name is to the right of their picture. When you click on the commentator's account name, Unamo Social will direct you to the original mention, not to the commentator's social media account. 

Again to the left, you can see the date and time stamp for the comment. 

At the bottom of the mention, the only metric is comment sentiment. As with main mentions, you can change mention sentiment manually if you find that the assigned sentiment doesn’t match. 

Here is an example of the difference between a main mention and a comment made on a mention (both left by the same user) as viewed in Unamo Social Media: 

Main Mention:

Comment on the Mention:

How to Mark, Group, Exclude, and Check Mentions

The final group of tools at your disposal are in the bottom right-hand corner of each mention box. You will find:

  • Mark
  • Group
  • Exclude
  • Check

To save mentions for later, select the “Mark” option. You can then go to your advanced filter options under “More,” and filter for Marked options only or filter them out of your search. 

For example, let’s say you want your Customer Service professional to respond to several mentions and comments. You can mark posts so that your Customer Service professional knows which posts to handle without having to sift through responses.

You can also add mentions to groups with the “Group” function. Adding mentions to groups allows you to sort mentions by similarities and save them for later.

Choosing “Exclude” allows you to dispose of irrelevant mentions from your results. And “Check” allows you to notify others on the platform that you’ve dealt with a mention. At the very bottom of the results page you can also “Check All Mentions” or “Uncheck All Mentions.” 

You can also navigate between pages to see more mentions at the very bottom of the results page. You can also select “Options” to exclude an author or a mention without returning to the top  of the page. 

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