Always-on listening

Know what changed in the conversation before your boss asks.

Somonitor listens across social, news and forums around the clock and tells you what moved, why, and which posts prove it. No black-box sentiment scores: every insight opens the evidence.

Signals decoded by SOMIN

Share of voice · last 7 days
Your brand38%
Competitor A27%
Competitor B21%
Others14%
Signal Mentions of “delivery delay” up sharply in 24h · View 46 posts
Tension “Feels watched” rising in comments on retargeted ads · View evidence

Illustrative example

Work from the SOMIN network

Brands and agencies already running on our technology

PepsiFujifilmLand Rover DefenderHavas MediaSAMYAnalytic PartnersMothercareSM UniverseKeetaSenoko EnergyReassuredKPI MediaNEO360Blak LabsVampMirafloraVIVAExoStride
Brand
SM Universe
K-pop training academy / entertainment education · Singapore

Challenge. Singing education content had a gap in vocal technique despite audience demand, and the brand needed to find content opportunities.

Outcome. Found K-pop pathway content growing sharply and SM Universe dominating it, while vocal technique was dominated by creators.

48% K-pop pathway share of Singing content, up from 0%79% vs 4% vocal-technique share: creators vs. SM Universe (90D)213/window Singing items, up from 74

Somonitor take: The listening lesson: share of voice inside a topic moved before the market noticed. That's exactly the shift Somonitor alerts on.

Read the full case study →

Brand
Pepsi
FMCG / beverages · India

Challenge. No cola brand occupied the space where culinary-heritage creators were active, and food-pairing content in the category had fallen to nothing.

Outcome. Delivered a 39-post calendar and 108 creative expressions with weighted pillars, built in days.

47% creator culinary-heritage content vs 0% from PepsiFood-pairing content fell 34% to 0%Festive peaks 38-39% (Sep-Jan)

Somonitor take: Creators owned a conversation the brand was absent from. A gap you only see when you listen at category level.

Read the full case study →

Creator
Vamp
Influencer marketing / creator management · Global

Challenge. Only three of eight creators drove meaningful reach, with one carrying most engagement.

Outcome. Assigned eight distinct, non-overlapping content territories across the roster.

2.8M combined engagement81 posts analysed8 creators activated

Somonitor take: Eight creators, eight territories, no overlap: listening used to divide the conversation, not just measure it.

Read the full case study →

Case studies delivered on the SOMIN platform, our technology partner. Results are as reported by SOMIN; brand names belong to their owners.

What is Somonitor?

Somonitor is an always-on social and brand listening app. It tracks share of voice, decodes the tones, emotions and tensions in real conversations, and raises early warnings when a topic starts to turn. Its listening layer runs on SOMIN, an AI audience-research platform and Somonitor's technology partner, so every conclusion links back to the posts that evidence it.

The problem

Most listening tools count mentions. Few tell you what people mean.

Marketing teams are asked to measure audiences across platforms that do not talk to each other, to spot a crisis before it trends, and to take niche communities seriously before a competitor does. Most dashboards answer with volume charts and a sentiment line that flattens sarcasm, worry and affection into the same grey.

At the same time, audiences have grown wary of brands that seem to know them too well. Tracking individuals erodes trust; listening to public conversation, at the level of themes and tensions, builds it. Somonitor exists to give teams the second without the first, and to make every AI conclusion something a human can check.

“Trust is bred in the soil of conversation, not in the data of algorithms.”From our listening on consumer trust and AI in marketing
24/7
ALWAYS ON

Listening runs continuously, not as a quarterly report.

1 click
TO THE EVIDENCE

Every signal opens the posts behind it.

7
SISTER BRANDS

One network of SOMIN-partner businesses.

What we do

Services built around one edge

Share of voice that means something

Compare your brand with competitors by conversation, not just mention count. See which themes you own and which you are losing.

Conversation signals

Tones, emotions and tensions decoded from real posts by SOMIN's concept engine. Each concept tag links to the posts that evidence it.

Crisis early warning

Somonitor watches for unusual shifts in volume, emotion and spread around sensitive topics. You get a short alert with the posts that triggered it.

Cross-platform audience view

One consistent read of audiences across social platforms, using shared concepts rather than each platform's own metrics.

Niche community radar

Find the small, intense communities that broad trackers miss. Fandoms often set the tone long before mainstream volume arrives.

Checkable AI summaries

Weekly briefs written in plain English, with every claim footnoted to source posts. Nothing you cannot verify.

How it works

Three steps

Define what to listen to

Brands, competitors, category topics and the communities you care about. We help you write queries that catch slang and misspellings.

Let the concept engine read

SOMIN's concept engine tags tones, emotions and tensions across the posts, so patterns surface without anyone reading thousands of comments.

Act on signals, check the evidence

Dashboards, alerts and weekly briefs show what changed. Every signal opens the posts behind it, so decisions rest on conversation, not guesswork.

Technology partner

Technology partner: SOMIN

SOMIN  AI audience research & creative intelligence

Somonitor's listening layer is built on SOMIN, an AI audience-research platform. SOMIN's concept engine reads public posts and decodes them into concepts: the tones people use, the emotions they express and the tensions they keep returning to. Somonitor wraps that engine in an always-on app for share of voice, signals and early warning.

The partnership matters for one reason above all: traceability. Every concept SOMIN assigns is tied to the posts that evidence it, so when Somonitor tells you a competitor is gaining on reliability or that worry is rising in a fan community, you can open the actual conversations and judge for yourself.

SOMIN for brands · How SOMIN compares with social tools · SOMIN reporting

Who it's for

Built for

  • Brand and communications teams who need early warning, not post-mortems
  • Insight and strategy leads measuring audiences across platforms
  • Agencies reporting share of voice to clients
  • Community and partnership teams working with niche fandoms
  • Founders who want to hear their market before they spend on it
Latest insights

From the blog

Overlapping cyan radar sweeps of different sizes on deep navy, particles flowing into each
Share of voice

Share of voice that means something: beyond mention counts

Share of voice by mention count rewards noise. Here is how to measure share of conversation by theme, emotion and tension, with evidence you can check.

5 Oct 2026 · 6 min read
Luminous ear of soundwave particles listening to glowing speech bubbles as a surveillance grid fades behind
Ethics

Listening vs tracking: the ethics of hearing your audience

Audiences distrust brands that know them too well. Why listening beats tracking, plus a practical code for ethical social listening.

28 Sep 2026 · 7 min read
Calm cyan radar screen where one particle cluster spikes outward like an early tremor
Crisis signals

Crisis early warning: reading the signals before they trend

Most social crises are visible hours or days before they trend. The signals to watch, a triage framework and how to avoid crying wolf.

14 Sep 2026 · 7 min read

All 10 articles →

About

Why we built Somonitor

Somonitor began with a frustration we kept hearing from marketers: listening dashboards were full of charts nobody trusted. A sentiment line would dip, someone would ask why, and the answer was a shrug or a week of manual reading.

The name is simple. 'So' for social, 'monitor' for the job. The work is less simple: listening continuously, decoding meaning rather than counting words, and making every conclusion checkable against the posts behind it.

We built on SOMIN because its concept engine already did the hard part, tying every concept to its evidence. Somonitor adds the always-on layer that brand, comms and insight teams need day to day.

FAQ

Questions, answered

What is Somonitor?

Somonitor is an always-on social and brand listening app. It measures share of voice, decodes conversation signals such as tones, emotions and tensions, and raises early warnings when a topic starts to shift. It is built on SOMIN's concept engine, and every insight links to the public posts behind it.

How is Somonitor different from a mention tracker?

A mention tracker counts how often your name appears. Somonitor reads what people mean. It groups conversation into concepts, compares how you and competitors are discussed, and shows the specific posts that support each conclusion, so the output is an argument you can check rather than a number you have to trust.

Does Somonitor track individual people?

No. Somonitor listens to public conversation and reports patterns at the level of themes, concepts and communities. It is designed around listening rather than tracking individuals, because audiences rightly distrust brands that seem to know too much about them.

What role does SOMIN play?

SOMIN, an AI audience-research platform, is Somonitor's technology partner. Its concept engine decodes posts into tones, emotions and tensions and keeps every tag traceable to its evidence. Somonitor adds the always-on monitoring, share-of-voice views and alerting on top.

Can Somonitor warn us about a crisis?

Somonitor watches for unusual combinations of rising volume, shifting emotion and spread into new communities around topics you flag as sensitive. Alerts are short and come with the posts that triggered them, so your team can judge severity quickly instead of reacting to a raw spike.

How do we get access?

Somonitor is in early access. Email ask@somonitor.ai with your brand, your main competitors and what you most want to hear sooner, and we will set up a walkthrough.

Request early access

Write to ask@somonitor.ai and a human replies within one working day.

Request early access →