Marketing & Growth

How to monitor brand mentions across social as Event Agency Founders

Marketing & GrowthFor Event Agency Founders2 apps11 steps~22 min to set up

When a client tags your agency on Instagram after a rooftop gala, or a disgruntled bride vents on X about the florist you recommended, you find out days later — if at all. You're not running a social listening tool; you're running Google alerts that go to an inbox you check weekly. Aisle Planner doesn't surface brand chatter. HoneyBook doesn't know Twitter exists. So you miss the warm lead who mentioned your agency name in a wedding Facebook group, the venue partner who shouted you out, and the one bad review that's been sitting on X for three days while you were on-site at a corporate dinner.

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Marketing & GrowthFor Event Agency Founders2 apps11 steps~22 min to set up

Outcome

What you'll set up

A daily X (Twitter) mention tracker that logs every public reference to your agency name, handles, and branded hashtags — so you catch referrals, complaints, and vendor shout-outs the same day they happen.

A weekly growth digest that ties what's happening on social back to your actual inquiry traffic — so you know whether that viral moment from the styled shoot actually drove leads.

A single custom app that surfaces all brand mentions alongside open proposals and pipeline, so nothing gets missed between events.

The Starch recipe

Apps, data, and prompts

The combination of Starch apps, the data sources they pull from, and the prompts you use to drive them.

Apps used

X Mentions Tracker Growth Analyst

Data sources & config

X Mentions Tracker runs via browser automation — no X API needed; Starch automates the X search interface through your browser on a daily schedule. Growth Analyst connects directly to PostHog (live query from Starch's integration catalog) and Gmail (Starch syncs your Gmail data on a schedule) to pull traffic data and send the weekly digest to your inbox.

Prompts to copy

Track daily mentions of '@YourAgencyHandle', 'Your Agency Name', and '#YourBrandedHashtag' on X. Log each mention with the poster's handle, follower count, tweet text, and a link. Flag anything with more than 50 likes or that looks like a complaint. Send me a Slack message each morning with yesterday's results.

Every Monday, email me a digest that pulls my PostHog traffic data and tells me: how many new inquiries came in, which referral sources drove the most site visits, whether any traffic spike lines up with a social mention from the past week, and one thing I should follow up on. Write it like a smart assistant, not a dashboard.

Run these in Starch → or paste them into your favorite agent

Walkthrough

Step-by-step

1 Install the X Mentions Tracker from the Starch App Store. This is a pre-built starter — it already knows how to log mentions via browser automation, so you're not starting from scratch.

2 Tell Starch which terms to watch: your agency's handle, your business name (including common misspellings if you have one), any branded hashtags you've used for styled shoots or events, and the names of any sub-brands or signature event series you run.

3 Set the tracker to run every morning at 7 AM. Starch automates the X search through your browser — no X API or developer account needed.

4 Configure the output: each mention logged with poster handle, follower count, full tweet text, timestamp, and URL. Add a flag rule — anything above 50 likes, or any tweet containing words like 'disappointed,' 'never again,' or 'refund,' gets marked for immediate attention.

5 Wire a Slack notification (connect Slack from Starch's integration catalog; the agent queries it live) so your morning briefing drops into your #agency-pulse channel before you open your laptop.

6 Install the Growth Analyst app from the Starch App Store. Connect it to PostHog from Starch's integration catalog and wire your Gmail (Starch syncs your Gmail on a schedule) so the digest lands in your inbox directly.

7 Customize the Growth Analyst prompt to reflect what actually matters for an event agency: new inquiry form submissions, which pages people visit before contacting you (your portfolio pages, specific venue galleries), and whether any traffic spikes correlate to dates when you posted real-event content.

8 Describe a custom brand-mentions app in Starch's natural language builder: 'Build me a table that shows every X mention logged this week, the poster's follower count, whether I've responded, and a status field I can set to Acknowledged / Followed Up / Converted to Lead.' Starch builds the surface; you update status as you work through the list.

9 Once a mention is flagged as a warm lead — someone asking for referrals, tagging you after attending an event — pull that contact into your CRM app in Starch. Describe it as: 'Add a lead record from this X mention: name, handle, event type they mentioned, and source = social referral.'

10 At the end of each month, ask the Growth Analyst to correlate your X mention volume with your inquiry count for that month. The prompt: 'Compare my PostHog inquiry submissions week-by-week for the past 30 days alongside the X mention log. Do weeks with more mentions have more inquiries? Which mentions look like they came from actual event attendees vs. vendor partners?'

11 Build a simple monthly report app: 'Show me a summary of brand mentions by week, total impressions from tagged posts, leads sourced from social, and proposals sent to social-sourced leads.' Share it with your business partner or VA without giving them access to everything else.

See this running on Starch

Connect your tools, describe what you want, and the agent builds it. Closed beta is free.

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Worked example

April 2026 — Rooftop Corporate Dinner Goes Viral

Sample numbers from a real run

X mentions logged (April 1–7)	34
Mentions flagged (50+ likes or complaint language)	6
New leads traced to those 6 mentions	3
Proposals sent to social-sourced leads	2
PostHog site visits spike day-of (April 3)	420
Baseline daily visits (prior 2 weeks avg)	71

On April 3rd, a guest at your rooftop dinner for a fintech client posts a video that racks up 1,200 likes overnight and tags your agency handle. Starch's X Mentions Tracker catches it at 7:04 AM on April 4th — flagged immediately because it crossed the 50-like threshold. Your Slack ping arrives before your first coffee. You respond to the post by 8 AM, two hours before any competitor agency could have found it. By noon, three people have DMed the original poster asking who planned the event; two of them fill out your inquiry form that afternoon. PostHog records a spike to 420 site visits on April 3rd — up from a 71-visit daily average. The following Monday, your Growth Analyst digest flags the spike, ties it to the referral source (Twitter/X direct), and notes that your 'Corporate Events' portfolio page was the most visited page that day with a 38% inquiry conversion rate. You now know: real-event photography posted day-of drives better traffic than styled shoots posted on weekdays. The Growth Analyst says so directly in the digest, with the numbers. You didn't need to build a spreadsheet. You didn't need to log into PostHog. You read one email and made one decision.

Measurement

How you'll know it's working

Brand mentions per week on X, broken out by sentiment (positive / neutral / complaint)

Social-to-inquiry conversion rate: mentions that become a submitted inquiry form

Response time to flagged mentions (target: same business day)

Site traffic spikes correlated to social events (via PostHog + Growth Analyst)

Leads sourced from social vs. vendor referrals vs. organic search, tracked per month

Comparison

What this replaces

The other ways teams handle this today, and how the Starch version compares.

Google Alerts

Catches web mentions but misses X entirely, has no follower-count context, and dumps everything into an inbox you'll forget to triage.

Mention.com or Brand24

Purpose-built social listening tools with good coverage, but add another monthly SaaS subscription and live outside the same workspace where your proposals, vendor threads, and leads live — so the insight never connects to action.

Hootsuite Streams

Works if you're already using Hootsuite to schedule posts, but most small event agencies aren't, and it's overkill for a single-person or two-person op just trying to catch tags.

Manual X search + spreadsheet

Free and obvious, but requires you to remember to do it, and you won't — not during a 14-hour event day or the week before a 300-person gala.

On Starch RECOMMENDED

One platform — x mentions tracker, growth analyst all running on connected data. Setup in plain English; numbers stay current via scheduled syncs and live agent queries.

Try it on Starch →

FAQ

Frequently asked questions

Does Starch need a paid X (Twitter) API subscription to track mentions?

No. Starch automates X through your browser — the same way you'd manually search X yourself. No developer account, no API key, no X Premium for Orgs subscription required. Browser automation is a first-class pattern in Starch, not a workaround.

What if someone mentions my agency on Instagram or Facebook instead of X?

The X Mentions Tracker is purpose-built for X. For Instagram and Facebook, you'd describe a custom browser automation to Starch: 'Check my Instagram notifications daily and log any mentions or tags to a table.' Starch automates those platforms through your browser — no Meta API access needed. It's buildable; it's just not a pre-made template today.

Will the Growth Analyst work if I'm not using PostHog? My agency uses Google Analytics.

The Growth Analyst starter app is built specifically around PostHog. If you're on Google Analytics 4, you can connect GA4 from Starch's integration catalog — the agent queries it live — and describe a custom digest app: 'Every Monday, pull my GA4 data, summarize traffic by source, flag any channels that changed more than 20% week over week, and email it to me.' It won't be the pre-built template, but the custom version is just as buildable.

Can Starch respond to mentions automatically, or just log them?

Today Starch logs and alerts. Automated replies on X would require browser automation to type and post — that's technically in scope as a custom build, but worth thinking carefully about: auto-replies from an event agency carry real brand risk. Most operators use Starch to catch and flag, then reply themselves.

Is my social data stored long-term in Starch, or does it disappear after each run?

Mention data logged by the X Mentions Tracker is stored in Starch's database and stays queryable — you can build a table app that shows the full history. Starch is not a long-horizon data warehouse, so it's not the right place for multi-year archival analytics, but for rolling 90-day brand monitoring it works well.

What's the honest limitation I should know about before setting this up?

X's public search results can be rate-limited or inconsistent depending on how much volume the platform is handling. Browser automation works well for most agencies at typical mention volumes — if your agency name starts appearing thousands of times per day, the tracker may miss some. For most independent event agencies with under a few hundred mentions per week, that's not a real constraint.