How to take advantage of social media to find and analyze competitors

There is a great tradition of techniques for finding and analyzing competitor with social media. Because these platforms – Facebook, Twitter, Pinterest, Instagram and more – allow you to go way beyond publishing content. Of course, you can intercept new users and give a boost to the inbound marketing process with social networks.

But you can also exploit these realities in a different way. For example to implement your activity benchmarking . That means? Taking a clear definition as a reference, we can say that:

The benchmark (or benchmarking) in economics is a methodology based on systematic comparison that allows companies that apply it to compare themselves with the best and above all to learn from these to improve.


It’s all too clear: the benchmark allows you to define points of similarity between coincident activities so that you can have a term of comparison. And improve its performance in a continuous Deming cycle :

  • I define parameters.
  • I work best.
  • I get results.
  • I analyze the data.
  • I make changes.
  • I re-calibrate the parameters.

The study of competition has always been a pillar of marketing. This point also applies to digital: in the sector there are dozens of perspectives for those who want to study the competition. That’s why it’s important to find out how to find and analyze competitors with social media. But how to do it?

With what tools and dynamics does the path to identify and analyze competitors with social media take place? Here’s what to know about the topic.

Internal-research, stable-comparison base

This point is transversal for all platforms because almost everywhere, from Facebook to LinkedIn, you can use internal research and obtain results useful for your work of brand .

The advantage of this dynamic: you take advantage of an internal function to discover people, businesses and organizations that have your goal. Where can you start from? Here are three good solutions.

Facebook search now works

In the past, there was only one thing about Facebook that left you hopeless : internal research. Today, however, the search has a precision that allows you to do a good analysis of the competitors. You can activate it by typing both the keywords that concern you and those of the brand name.

All this at no cost because the search function is free. But also simple to use and effective. You will also find advanced options of individual companies that can help you. In fact, there is the possibility to focus the search only on posts or pages. Or about groups.

Advanced search for Twitter

On Twitter, you have a number of search operators that help you refine your search . So, for example, you can search for tweets from a specific account published over a period of time and with a certain keyword.

Analyzing competitors with social media: Hootsuite.

This solution, which is explicit in Twitter’s advanced search, is also present on other platforms such as, for example , LinkedIn .

Find competitors through LinkedIn

LinkedIn should open a separate chapter: this is where many social media managers face the comparison. And they do it giving a hand to sectors that go beyond the SMM , such as the SEO and email marketing.

Finding and analyzing competitors on social media becomes easy when you use LinkedIn: you can do it in a strategic, advanced way, and with the PRO version the work of digital PR becomes even more efficient.

It should be added that the internal search allows you to take advantage of the Boolean Search where some operators are activated that improve the results:

  • Double quotes “” for accurate results.
  • NOT to exclude words.
  • AND allows you to have both terms.
  • OR allows you to choose between two words.

A few points to remember: Search operators on LinkedIn must be capitalized to work. For query engine you can enclose the operators in parentheses. Example (SEO OR SMM) .

To read: artificial intelligence and content marketing

Refine the feed-you-follow on various social media

You’ve done a good research of key terms and brands across platforms, now you need to follow the business of users on the internet.

This allows you to dig deeper into profile behavior so you can find out how competitors are moving in terms of social media and content marketing. What do they post? How often?

Through what procedure does all this happen? Of course, there are tools that allow you to speed up the analysis but it is also true that a meticulous work calls into question the digital marketer and the community manager in the foreground. You have to get your hands dirty, closely follow your competitors’ social media marketing activities and analyze the results. How?

Pinterest offers private boards to keep the posts of the realities you want to monitor, while on Twitter there is a tool that allows you to simplify the work to analyze the competitors with social networks.

I’m talking about the lists divided by theme where you can collect – in public or private form – the updates of the accounts filtered on the basis of a specific interest. Can all this be analyzed in depth?

Sure, you can do it with greater efficiency thanks to the tools. Do you want to deepen this topic? We should continue to the next paragraph.

Use-specific-tools to search and analyze

The web is full of tools for finding and analyzing competitors with social networks. For sure you have to deepen the binomial Hootsuite and Tweetdeck, both very interesting to analyze the competitors with social networks .

Thanks to these solutions , in fact, you can create update flows that allow you to monitor hashtag and keywords. In summary?

You can indicate which topic you are interested in to have columns of tweets dedicated to the topic you have identified. Clearly here a decision is imposed : following a too general argument means being overwhelmed by notifications. And that’s not good, seriously.

This can be said for Twitter Lists: with these analysis tools you have the possibility to have under control the flow of content that is published by the selection made upstream. So you can archive messages and act according to the need to find and analyze competitors with social networks.

Another very interesting tool to find and analyze competitors on social networks but also on the pages scanned by Google: Mention .

What is this platform for? You can create alerts whenever a word that interests you is mentioned. This can be done by monitoring all realities with public profiles, such as Instagram and Twitter . Without forgetting that it works on web pages, blog and forum.

One of my favorite tools for monitoring competition, however, has a decidedly content marketing approach: I’m talking about BuzzSumo. Why is this reality so important ? Simple, you can study the contents of competitors and understand the dynamics that have allowed those who work on the same front as you to obtain the best results.

trovare e analizzare i competitor nei social media
Analyzing competitors with social media with Buzzsumo.

The functions are many, thanks to BuzzSumo you can continuously find ideas for your editorial calendar and find new niches. But for the work we are proposing there is a decisive function.

I’m talking about BuzzSumo monitoring, a company that crawls blogs , news sites, forums and other online communities to show you what is being published regarding the decisive themes for your brand.

Analyze competitors advertisements

Do you know why it’s important to find and analyze competitors with social media? You can avoid mistakes already made and aim for the best results.

This is even more important when you reason in terms of advertising . Why move blindly and without a clear reference when you can understand what companies working in your same field are doing?

You can discover and see the advertising campaigns of your competitors in order to have a clear reference on a delicate topic.

analizzare i competitor con i social media
Advertising on Facebook.

This, for example, is possible on the social network of Mark Zuckerberg using a powerful and versatile tool: facebook .com / ads / library.

Just choose the country of reference and the type of sector you want to monitor. Then type in the brand name and you have everything you need.

Analyzing competitors with social media has never been easier. Here you have the list of advertising campaigns activated by each brand, national and international. And the selection is valid for Facebook but also for Instagram.

Here’s how to analyze competitors with social media.

You have the start date of the campaign and the possibility to copy the link of the publication. Other linked advertisers are also suggested to you in the search bar, so that the range of examples is widened. Do you want to make everything more precise and performing? You can apply filters to your search so that you only have the campaigns that really interest you in the results.

Read: Your Content Distribution Strategy

Find and analyze competitors with social networks

Just one last detail before I give you the floor to deepen this topic in the comments: remember that the process that allows you to find and analyze competitors in social media is not an independent activity.

Analysis must be conceived, studied and incorporated into a broader process . Which is, in fact, that of the web marketing strategy.

We benchmark, with comparison and study of the competition, to understand how to enter a market , how to move with a target , how to avoid making the same mistakes as competitors. In short, competitors are studied to do better and not to copy. Do you agree?

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