This review is looking at two popular social listening tools — Awario and Mention — side by side to figure
out which one is better.
Awario and Mention are both social listening tools that cover multiple aspects of social media marketing:
brand monitoring, competitive analysis, influencer marketing, online reputation management, and others.
We've tested both tools to see how good each one is in every aspect, what you can use them for, and which
one would be the best fit for you.
Each app's sidebar displays alerts you have along with the number of mentions each alert includes. An active alert in Mention is divided into the following folders: Inbox, Unread, Priority, Favorites, Archive, Trash, and Spam. Awario additionally has the Leads alert and Reports sections in the sidebar.
The best social listening software is a product that can fit your company's unique needs. Here are the most
common parameters users consider when picking a social media monitoring tool.
Mention has the iOS/Android mobile apps and the ability to share account access between team members
which isn't available in Awario yet. However, Awario enables you to engage with mentions right from the
feed. You can reply, like, share them, etc. Awario offers unlimited historical web data, Influencers
reports, and Boolean search for all users, while Mention has it in the Custom plan only.
Value for money
Awario offers 3 plans, plus the possibility to create a Custom one. Mention has 2 subscription plans —
one for individuals and one for small companies — and the Custom plan for larger companies, where you
can choose any number of mentions you'd like to receive monthly. On average, you'll get 1 464 mentions
for $1 with Awario, while Mention will give you only 77 mentions for a dollar. As you can see, with
Awario you get 20 times more mentions. Unlike Mention, Awario offers Boolean search and historical data
for each plan, not only the Custom one.
To measure the performance rates of both services, we've entered the same 3 keywords in each platform:
"Airbnb", "Booking.com", and "TripAdvisor". At the very start Mention returned 1 272 mentions, while
Awario showed 1 705. After 1 day, Awario found 150 000 mentions (reached the mentions per alert limit, but
was still getting new mentions and replacing the old ones), and Mention showed 50 032 mentions. This
test illustrates that Awario produces more results at the start as well as in the long run.
Online reputation management
You can do online reputation management with both tools by tracking negative reviews about your brand or
company. However, with Awario you can also interact with mentions right from the app. You can reply,
comment, and share them. You're also able to like mentions or follow the author. Don't forget that you
can act on behalf of several accounts at the same time if you connect to
them in the project settings.
Both Awario and Mention are well-tailored for competitive analysis. You can add 1 competitor in the Solo
plan and up to 4 competitors in the Starter plan with Mention. Awario is more flexible in this case.
First, you can create an alert for each competitor within one project (up to 50 in the Enterprise plan).
But if you don't have enough available alerts for all your competitors, there's still a workaround for
that. Create one alert and enter an unlimited amount of keywords. This way, all your competitors will be
stored in one place.
Searching for influencers is an in-built feature for all Awario users. The top influencers for each
alert may be found in Awario's Dashboard widget. It includes links to the influencers' profiles, which
makes it easier to reach out to them. There are also Influencers reports which are available for all
users as well. If you have a Pro or an Enterprise plan, you get the ability to share these reports via
Awario's cloud service. Mention offers a handy Influencers dashboard, which is, however, available
starting from the Starter plan only.
Mention doesn't offer any special sales prospecting features. Still, you can search for leads if you add
"recommend" or similar phrases along with the keywords you want to track. On the contrary, Awario has a
special module for finding hot leads. All you need to do is fill
in your brand name, the description of your product, and your competitors.
Ease of use
The process of creating a project is pretty straightforward for both platforms. To create one in
Mention, you need to provide your company's name and at least one of your competitors. In Awario, you
can either provide the brand name, your product description information, and your competitors, or create
an empty project. If you choose the second option, you will be able to create separate mentions with
custom settings. The UI of both Mention and Awario is intuitive and user-friendly — you can easily find
everything you need and navigate to any part of the app with a couple of clicks.
It would be smart to choose Awario if you are about to engage
with your potential customers. Awario is more flexible, and by that I mean you can have unlimited amount
of keywords within one alert, unlimited historical data, and a Boolean search mode available for every
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