Here are the basics you need to know to kick-start your media monitoring journey with Mediatoolkit.

As you can see from the screenshot above, we’ll cover queries, folders, feed, and filters in this post.

  • A query is the general search term containing one or multiple keywords.

  • Folders help you organise your queries in various categories

  • The feed contains all of your mentions that the tool gathered so far.

  • Filters allow you to refine which mentions you’ll see in the feed.

Let’s dive a bit deeper into each segment.


Queries are the foundation of media monitoring. When setting up queries in Mediatoolkit, you can use various Boolean operators, filters, and sources. These ensure that the query you’ve set up is precise and that the results you’ll get are relevant.

If you want to know more about setting up your queries, click here.

Once you’ve set up your queries, you can always go back and edit them if you change your mind.


To avoid query clutter, it’s always good to organise your queries into various folders. This approach helps you:

  • Find your queries much quicker,

  • Share specific folders with your colleagues,

  • Create reports for specific folders quicker

For example, if you’re monitoring your brand mentions, competitors’ mentions, and industry trends, you can create a folder for each category.

If you want to share specific folders with your colleagues, click on the gear icon next to the folder’s name and click on the Sharing options.

A new window will open where you can choose whether you want to share your folder with everyone (SHARED) or with individual colleagues (TEAM).


Shared Folder is a group that is shared with everybody from your team, and all users can see it. It is essential to have this kind of group so all members of a certain team can easily monitor queries relevant to the whole organisation.

Team Folder allows you to add queries and query groups to your account, visible only to you and the members you choose to invite.


In the feed, you can see all of your mentions that the tool gathered so far. Depending on your needs, you can sort mentions based on the time they were published, last added to your feed, or the metrics of reach or virality.

When it comes to mentions in your feed, you’ll be able to see some basic information about individual mentions right away.

  1. The vertical line on the left side of your mentions indicates the sentiment of the individual mention. Mentions can be either positive, negative, neutral or undefined. The green vertical line indicates that the mention is positive, red vertical line indicates that the mention is negative. The grey line indicates that the sentiment is undefined. If the mention does not have a vertical line, the sentiment is undefined. The undefined sentiment is set when a mention does not have enough relevant phrases to determine if it is positive, neutral, or negative. If the vertical line is dotted, the tool automatically detects the sentiment. If the line is full, the sentiment was manually changed by you or through Automated actions.

  2. This part of the mention preview shows you the author of the mention, the country of origin and when the mention was published.

  3. At the bottom of the mention preview, you can see reach, interactions, engagement rate, and the mention's influence. This can vary depending on the source of mentions. (For more information about those metrics, click here).

Selecting mentions in the feed

In Mediatoolkit’s feed, you can select single or multiple mentions.

When you select mentions, a window will pop up on the right side of the feed where you’ll be able to save those mentions as a collection, export them, change their sentiment, tag them or delete them.

Finding mentions in your feed

If you want to find a specific mention, you can use the search bar above your feed.

Simply enter the keywords your mention contains, and you’ll get the result.

If you’re interested in a specific mention but can’t find it in the feed, you can use Mention inspector. This feature will show you whether the mention is in your feed, add it if it's not, or explain why it doesn’t match a query.

There are two ways of accessing the Mention inspector.

One is to click on the Help button in the upper right corner and then click on the Mention inspector.

A window will pop up where you’ll be able to enter URL(s) of your mention(s) for the Mention inspector to find.

After entering your URL(s), click on Inspect.

The other way to access the Mention inspector is to scroll down your feed, and you’ll see the Help me find a mention button.


On the right side of the feed, there are various filtering options that you can choose from if you want to filter your mentions.

You can filter mentions based on:

  • Source - the channel that a mention originates from, e.g. Web, Twitter, Facebook pages, etc.

  • Tags - a word or phrase that can be assigned to a mention to categorise it by a certain feature, topic, or goal, for example, and to create custom charts based on tags

  • Influence score - a number on a scale from 1 to 10 that shows how influential that particular source is compared to every other source on the Internet.

  • Location - a country that the mention came from

  • Languages - in which language the mention was written on

  • Reach - the estimated number of people that have seen a single mention

  • Virality - metric that tells you how successful an article is in comparison with all the other articles from that same website

  • Interactions - the number of people that have liked, commented, or shared a post

  • Engagement - the percentage of people who interacted with the specific online content after they saw it

  • Influencers - Website domain, Forum or Comment domain, Facebook page name, Twitter, Instagram or Reddit handle, and YouTube channel name.

  • Authors - a person or social media page. The name must be entered as an exact match (including emojis for Twitter profiles) and case-sensitive to get results.

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