Monitor Social Sentiment in HubSpot
Tracking how people feel about your brand on social media is easy with HubSpot. By using social monitoring streams, sentiment filters, and detailed reports, you can quickly see whether conversations around your brand are positive, negative, or neutral, and respond in a timely, informed way.
What Is Social Sentiment in HubSpot?
Social sentiment is an automatic label that indicates how a social post or interaction is likely to be perceived. In HubSpot, each supported social interaction receives a sentiment tag so your team can gauge audience mood at a glance and prioritize follow-up.
The sentiment categories typically include:
- Positive – favorable comments, praise, or supportive reactions.
- Negative – complaints, critical comments, or frustration.
- Neutral – factual, mixed, or unclear tone.
Sentiment data becomes especially powerful when combined with your other HubSpot tools, such as contact records, conversations, and campaign analytics.
How Sentiment Analysis Works in HubSpot
Within the social tools, HubSpot analyzes posts and messages that mention your connected accounts or use your tracked keywords. For each interaction, it assigns a sentiment based on the language used and stores this information alongside engagement metrics like clicks, likes, and shares.
You can then use this sentiment to:
- Filter monitoring streams to focus on potential issues or advocates.
- Measure brand perception over time.
- Identify posts that spark strong reactions.
- Refine your publishing strategy based on audience response.
Set Up Social Monitoring in HubSpot
Before you can review social sentiment, you need to connect your social accounts and configure monitoring streams in your HubSpot social tool.
Connect Social Accounts in HubSpot
- In your HubSpot account, navigate to the social tool from the main navigation.
- Go to the settings or account connection area for social networks.
- Connect your supported social accounts (such as Facebook, Instagram, LinkedIn, or X) by following the on-screen authorization steps.
- Confirm that each account is successfully connected and able to publish and monitor posts.
Once your accounts are connected, HubSpot can begin gathering social data and sentiment for new interactions.
Create Monitoring Streams in HubSpot
Monitoring streams are customizable feeds that track specific social activity. They help you filter what you see so you can focus on the most important sentiment signals.
- In the social tool, open the Monitoring section.
- Select the option to create a new stream.
- Choose the social accounts you want to include in the stream.
- Define your criteria, such as:
- Mentions of your profiles.
- Use of specific hashtags or keywords.
- Interactions on your own posts.
- Save the stream and give it a clear name so your team understands what it tracks.
From this point onward, HubSpot will populate your stream with relevant posts, comments, and messages, including their sentiment ratings when available.
Filter by Social Sentiment in HubSpot Streams
Once monitoring streams are active, you can refine them further using sentiment filters in HubSpot. This helps your team quickly identify which conversations need attention.
Use Sentiment Filters in HubSpot
- Go to the Monitoring section of the social tool.
- Open an existing stream or create a new one.
- Locate the filter controls, then choose the sentiment criteria you want to apply, such as:
- Show only negative posts.
- Show only positive posts.
- Include or exclude neutral posts.
- Apply the filters to update the stream in real time.
By focusing on negative sentiment, your support or marketing teams can respond quickly to issues. Focusing on positive sentiment, meanwhile, helps identify advocates and success stories you may want to amplify with other HubSpot tools such as email or ads.
Prioritize Responses Using HubSpot Sentiment
With sentiment filters applied, you can turn your monitoring streams into an actionable queue:
- Address negative comments promptly to prevent escalation.
- Thank users who share positive feedback and consider inviting them into advocacy programs.
- Review neutral posts for opportunities to add value or clarification.
This workflow, managed entirely within HubSpot, keeps your team aligned while preserving a clear history of how issues were handled.
Analyze Social Performance and Sentiment in HubSpot
Beyond individual streams, you can use reporting features in HubSpot to understand broader trends in your social performance and sentiment over time.
View Social Reports in HubSpot
- Navigate to the social analytics or reporting section of your HubSpot account.
- Select the date range you want to analyze.
- Filter reports by network, campaign, or individual accounts where applicable.
- Look for metrics that correlate with sentiment, such as:
- Engagement rate by post type.
- Clicks and traffic from posts with strong positive sentiment.
- Spike in negative sentiment around specific dates or campaigns.
While the core reports focus on engagement, combining them with sentiment views in your monitoring streams gives a deeper picture of how your strategy is performing.
Improve Strategy With HubSpot Sentiment Insights
To make your social presence more effective, use the insights from social sentiment in HubSpot to guide future activity:
- Identify content themes that consistently generate positive reactions.
- Note topics or formats that trigger negative responses and refine your messaging.
- Monitor sentiment before, during, and after major announcements or campaigns.
- Share sentiment summaries with sales and service teams so they can align outreach and support.
Because all of this activity lives inside your HubSpot environment, you can easily correlate social sentiment with lead quality, deal movement, and customer satisfaction.
Best Practices for Social Sentiment Monitoring in HubSpot
To get the most value from sentiment data, combine technical configuration with clear team processes inside HubSpot.
Configure Streams Thoughtfully in HubSpot
- Create separate streams for brand mentions, competitor mentions, and industry topics.
- Use sentiment filters to maintain focused queues for support, marketing, and leadership.
- Regularly review and update tracked keywords and hashtags as your strategy evolves.
Align Team Workflows With HubSpot Data
- Assign ownership of specific streams to team members or teams.
- Set response time expectations for negative or urgent sentiment.
- Log important interactions to contact records where appropriate, keeping a complete view of customer history in HubSpot.
Helpful Resources on Social Sentiment and HubSpot
For detailed, step-by-step instructions on specific buttons and interface elements, review the official HubSpot documentation. You can find the original guidance on social sentiment monitoring at this HubSpot knowledge base article.
If you need strategic help implementing social and CRM workflows, the team at Consultevo offers consulting and implementation services that pair well with the capabilities of HubSpot.
By combining accurate social sentiment monitoring with your broader HubSpot ecosystem, you can respond faster, protect your brand reputation, and design campaigns that truly reflect how your audience feels.
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If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
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