Social Listening in Muck Rack

Report on both earned media and social media to tell the full story.

Included Widgets:

Value:

This dashboard gives you a 360-degree view of your campaign performance and brand reputation, combining earned and social media insights to tell the full story. This could mean:

Report on your social strategy and impact.

Included Widgets:

Value:

This dashboard is particularly useful when trying to gain insights for:

The Social Engagements Timeline widget shows the number of interactions that people had with social posts over time.

By looking at historical trends, we can identify when engagement with a brand tends to peak.

The Social Impressions Timeline widget is a great way to track the momentum of a campaign after earned media peaks. Impressions show total exposure, including multiple views from the same person.

If impressions continue climbing as people discover and share user-generated content, that would prove that influencers and user-generated content are powerful tools for extending a campaign’s lifespan.

If impressions go down, this could indicate that posts aren't getting seen as often and PR teams might want to invest in paid ad strategies to keep the momentum going.

The Hashtags Word Cloud highlights trending hashtags within social posts captured by the attached Social Listening Tracker.

The Social Related Topics Keywords Word Cloud reveals phrases used most frequently in social posts captured by the attached Social Listening Tracker.

Earned media can tell you how a campaign was positioned, but social data shows how audiences embraced and amplified that message.

Differences in Social Media Sentiment versus Article Sentiment can help PR teams better pinpoint gaps in their campaigns.

For example, imagine your article Sentiment widget shows as overwhelmingly positive, but maybe you notice that your Social Media Sentiment widget has more neutral or negative sentiment (as we see on the left here).

When you investigate social posts, this allows you to address audience or consumer concerns in real-time, such as sharing where to find a product locally if folks are commenting on trouble finding it in stores.

The Social Share of Voice widget shows which platforms have the most posts across all social media coverage.

Knowing where conversations are happening helps refine social media strategies.

For example, if TikTok dominates Share of Voice, the brand might prioritize short-form video content. If X (Twitter) sees strong engagement, real-time interactions and trending topics might be key.

Earned media placements often perform better on certain platforms—news articles might get shared more on X (Twitter), while product reviews might gain traction on YouTube.

Comparing Social Share of Voice to media coverage can help PR teams optimize content distribution and ensure messaging aligns with platform-specific audiences.

This widget reveals where social conversations are happening across the U.S.

For areas that consistently show high engagement, PR teams might consider making them prime markets for regional activations or influencer collaborations.

This widget reveals where social conversations are happening across the world, giving PR teams an idea of global markets they could expand into or prioritize for future campaigns.

The Most Linked Web Sites widget identifies the most frequently linked sites.

In the example shown on the left, Amazon, and YouTube are the most frequently linked sites.

Seeing Amazon in the top four suggests strong e-commerce interest, which could inform promotional strategies like limited-time discounts or exclusive bundles.

The prominence of YouTube in the Most Linked Websites widget further reinforces that video content plays a major role in brand awareness, highlighting an opportunity to collaborate with food vloggers and recipe creators.

The Most Linked Web Pages widget identifies the most frequently linked web pages, such as videos, posts, and affiliate links.

Depending on what appears here, your might determine that collaborations and user-generated content drive conversation. This insight can shape influencer partnerships and PR messaging.

The Social Media Post Types widget reveals the percentage of posts that are Retweets, Replies, and Original Posts, helping the team refine their engagement strategy—whether it’s encouraging more original content or leveraging existing conversations.

The Total Social Users widget tells us how many unique people are driving the conversation.

A high number of total social users suggests strong organic interest, helping PR teams identify potential brand advocates and influencers.

If earned media coverage spikes but the number of total social users stays low, it might indicate that coverage isn’t translating into organic social buzz.

Conversely, a high number of social users following media coverage suggests strong audience engagement and word-of-mouth amplification.

This metric shows the volume of conversation happening around a brand. A surge in posts can indicate growing momentum, while a drop might signal the need for additional engagement efforts.

If a PR campaign secures high-profile media coverage, tracking total social posts helps measure how much that coverage is fueling conversation.

A mismatch—such as widespread coverage but low social activity—could indicate a need for social amplification strategies.

Having similar volume in the number of total articles and social media posts is a great way to show a balanced PR strategy.

The Total Social Engagements widget shows the total number of interactions that people had with social posts.

Engagement levels reflect audience sentiment and enthusiasm. A high number of engagements means people aren’t just seeing content—they’re interacting with it, which increases its reach.

Earned media alone can drive awareness, but social engagement shows whether that awareness turns into action.

If an article goes viral in the press but social engagement remains low, you might need to tweak messaging or encourage influencers to drive interaction.

Reach helps measure brand exposure, showing how many people potentially saw posts about the brand.

A growing reach indicates expanding awareness, especially when launching a new product or campaign.

Earned media increases brand credibility, but reach quantifies how far that message extends on social media.

If a major news outlet features your brand or organization and reach increases significantly, it confirms that the coverage is being shared widely online.

If reach remains low despite media coverage, a paid amplification strategy might be needed.

While reach counts unique viewers, impressions show total exposure, including multiple views from the same person.

A high impression count suggests that content is being surfaced frequently, reinforcing brand messaging.

Earned media coverage may introduce an audience to a brand, but high social impressions ensure continued visibility.

If a press article drives a spike in social impressions, it suggests sustained interest and repeated exposure to campaign messaging.

Is Social Listening included in any subscription packages or is it only an add-on?

Social is an add-on for all packages. If you are interested in adding Keyhole to your Muck Rack subscription? Reach out to your Customer Success Manager today!

Which social media platforms are tracked in Keyhole?

For full details about social platforms tracked in Keyhole, visit their Help Center.

Given that only premier packages can customize Dashboards, will other packages be able to see earned media data next to social data?

Yes, all customers on standard and starter packages will have access to two new social-specific dashboard templates.

We recommend using the Social and Earned Media Analysis template.

There are differences between my Keyhole and Muck Rack data points - why?

Forum and blog data, which is included in Keyhole, is not included in Muck Rack as Muck Racks data is much more complete and accurate.

Will social widgets be available in Presentations?

Yes, when a dashboard that includes social widgets is turned into a Presentation, you will be able to see those widgets added as slides just like all other widgets.

NOTE: At this time, you will not be able to click into social listening widget data within a Presentation.

How does clickthrough from Dashboards or Presentations work for social listening widgets?

To view underlying data for a social listening widget, you can select the Source link below it to access tracker data within Keyhole. At this time, you will not be able to click on the widget itself to access that specific data.

Presentations will not offer click-through functionality for social data at this time.

Do I need to have a Keyhole account to see social data in Muck Rack (e.g. even in a widget)?

Yes - This will be done as a part of the onboarding process when you add the Social Listening add-on to your subscription.

How do I track hashtags and keywords from Facebook Pages?

For full details, visit the Keyhole Help Center.