Social Listening in Muck Rack
Muck Rack customers can choose to add social listening capabilities to their Muck Rack subscription to monitor brand mentions, hashtags, influencers, and keywords across X (Twitter), Facebook, Instagram, YouTube, and TikTok.
Since acquiring Keyhole in September 2024, we’ve been working to integrate social listening tools into the Muck Rack platform. Social Listening subscribers will automatically get new social features in Muck Rack as they are released, in addition to having access to the Keyhole platform throughout this transition.
Explore the Social Listening Add-On
Please contact your Customer Success Manager if you would like to explore adding Social Listening to your Muck Rack subscription.
Getting Started with Social Listening
Already have the Social Listening add-on and wondering where to start? Check out this checklist we put together to get you set up for success!
What is Social Listening?
Social listening is the process of tracking and analyzing public conversations on social media platforms to understand audience sentiment, emerging trends, and brand perception in real-time. Unlike traditional media monitoring, which focuses on tracking news articles, press coverage, and journalist mentions, social listening captures direct, unfiltered discussions from consumers, influencers, and communities across platforms.
For PR professionals, this means gaining deeper insights into how audiences are engaging with your brand, identifying potential crises before they escalate, and uncovering new opportunities for engagement beyond traditional media coverage.
The Value of Social Listening for PR Pros
Integrating social listening capabilities into Muck Rack enhances your ability to manage your brand's or client’s reputation, refine communication strategies, and engage more effectively with your audience, ensuring your PR efforts are both proactive and responsive.
Learn More in Our Guide
Learn more about the value of Social Listening for PR Pros by exploring our guide here: "Social listening tools: what do you really need?"
What is Included with the Social Listening Add-On?
Each Social Listening tracker allows monitoring of a specific topic with up to 25 keywords
These include sections such as Trending Topics, Sentiment, Media Wall, Posts Page
Each Social Listening Tracker will come with 3 Profile Analytics Trackers.
Every profile you track takes up one Profile Analytics Tracker (Muck Rack on Instagram takes up one tracker, for example, Muck Rack on Facebook takes up an additional tracker).
You may use your Profile Analytics Trackers to track any profile, however there are different data points available depending on whether the profile is authenticated or not.
Add up to 100 influencers (watched accounts) to your Keyhole account
When you add an account to the Account Watchlist, their information will automatically be sorted into your relevant campaign trackers.
Learn more about what's possible with Account Watchlist by visiting the Manage your influencers with ease article in Keyhole's Help Center.
Access Within Keyhole to:
Campaign Benchmarking
Share of Voice
Data Reporting Exports (PDF & XLS)
Access Within Muck Rack to:
Learn More About Keyhole
See which platforms are tracked by Keyhole and how to track Hashtags and Keywords from Facebook Pages in the Keyhole Help Center.
User Access to Social Listening Features
When an organization opts to add social listening capabilities to their subscription, every Muck Rack user within that organization will automatically gain access to these features. They will be added as a Keyhole user via an email address that matches their Muck Rack account in the back end.
NOTE: Users can expect to see social listening trackers and data in Muck Rack within 1 business day of being added as a Muck Rack user.
What is in Muck Rack vs. Keyhole?
The following is a list of Social Listening capabilities currently available in Muck Rack and what additional functionality is available within Keyhole.
NOTE: You should be able to seamlessly navigate between Muck Rack and Keyhole without being asked to log in to the Keyhole site.
Social Profiles
At this time, you will be able to view the social profiles you are tracking in Keyhole via the Monitoring > Social Profiles option in the navigation bar. However, you will NOT be able to create or manage these profile analytics trackers within Muck Rack just yet or view additional social profile data anywhere within Muck Rack. This will change as we further integrate social listening into the Muck Rack platform throughout 2025.
Social Listening Trackers
Social Listening Trackers in Muck Rack
From Muck Rack you can:
Access your Social Listening Trackers by navigating to Monitoring > Social Listening Trackers
Create a Social Listening Tracker
View a list of your Social Listening Trackers
Toggle your trackers ON or OFF
TIP: Toggling Trackers OFF is a great way to save your historical data and settings while ensuring the tracker does not continue to use up your monthly data.
Open a Social Listening Tracker to view tracker details in Keyhole
Social Listening Tracker Details
By navigating to Keyhole, you can see a fully detailed view of your Social Listening Trackers, which offer a wealth of information and data visualizations.
To explore them fully, we recommend you review the Tracker Capabilities section of Keyhole's Help Center. Below is a high-level view of what trackers look like within Keyhole and the additional data available there:
Social Listening in Dashboards
You can now track social listening data in Muck Rack's Dashboards. To learn more, visit our dedicated Help Center article.
Keyhole Resources
Learn more about Keyhole by exploring the resources listed below.
NOTE: These videos do not include sound.
Interested in adding Social Listening to your Muck Rack subscription? Reach out to your Customer Success Manager today!
Frequently Asked Questions (FAQs)
Question | Answer |
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. |
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. |
Get Help
For additional help, contact support by choosing the chat icon in the bottom right-hand corner of the screen and selecting Messages > Send us a message.
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