Social listening
Social listening that shows you what people really say about your brand
People are already talking about you. Parola helps you hear them, see what matters, and answer with care.
All your mentions in one place
You shouldn't need ten tabs to know what people think of you.
Parola searches public content for your brand name and its variants, then brings what it finds into one feed. Each mention links back to the source, so you can read the whole thing in context.
Reposts, quotes and same-thread replies collapse into one card with a count. Your feed stays readable, even on a busy day.
The channels Parola listens to
Parola listens where public conversations happen:
- Social: X, Facebook public pages and posts, Reddit, YouTube and Bluesky
- Communities: Hacker News
- Reviews: Google reviews
- The web: News, blogs and websites
And because people now ask AI too, you can see what ChatGPT, Gemini and Google AI say about you with AI visibility.
Want the full list? See Sources.
Sentiment shows you what to read first
Not every mention needs you today. Sentiment helps you find the ones that do.
Parola scores sentiment for each brand named in a post, so a comparison between you and a competitor doesn't get flattened into one label. Aspect tagging points at parts of the experience people praise or push back on. Treat those labels as a starting point. When the machine gets one wrong, your team can correct it.
People don't always stick to one language, either. Parola reads English, Tagalog and posts that mix the two.
Filter the noise with Beams
Beams change what your feed shows with one click:
- Relevant: The mentions most worth your time
- All mentions: Everything Parola found
- Own brand: Talk about you
- Competitors: Talk about the brands you're watching
- Negative: The rough stuff
- Intent: People who look ready to buy
Pick one and read what you came for.
Follow what matters with Tracking
Tell Parola which names you care about, and it keeps following them. Your brand, your products, the variants people actually type.
Keyword and boolean queries help you get specific. Entity review keeps people and products with similar names out of your brand story. And a missed-mention check looks at Google search for mentions your keywords may have missed.
Turn mentions into replies
Hearing it is only half the job. The good part is answering.
When a thread deserves a response, Parola keeps it in Reply Desk. Write your reply, then post it yourself. Parola never posts for you.
Your team can assign, tag and correct mentions as they go, so the right person sees the right thread. And when someone's asking for what you sell, Opportunity Sniper puts them in front of you.
FAQ
What is social listening?
It means following what people say about your brand, your competitors and your category online. Parola does this across public social posts, reviews and the web, and adds sentiment.
Does Parola read private posts?
No. Parola works with public content.
Which plans include social listening?
All of them. Spark starts at $49 a month with 5,000 mentions, 1 brand, 5 keywords and 2 seats.
How do I keep up without checking all day?
Read the Daily Brief in the morning, and let Spike Alerts tell you in Slack and email when something needs a look.
Can Parola reply for me?
No. You reply from Reply Desk and hit send.