Introduction
Social media is a common term - often thought of as just a marketing channel to promote or influence your audience. Yet today it is a foundation for something far reaching - real and raw buyer intent. Everyday social media signals play a crucial role in defining customer intent and engagement. These signals are the interactions users have with content on social media platforms, such as likes, comments, shares, follows, and reactions. They act as a valuable insight into what resonates with individuals and organizations, helping businesses understand the interest and intent in real time with accuracy. While this intent has got clearer in theory, its reporting is still a challenge often because it is scattered, messy and hidden. Afterall, it doesn’t come in spreadsheets all ready to be used.
Manually tracking these signals can become overwhelming as the use of social media continues to grow. For any brand or organization, there are thousands of interactions happening in a day with potential prospects. Staying on top of everything is humanly impossible. Which is where AI-native solutions like Tapistro come in. Tapistro automates the process of collecting, monitoring, analyzing and acting on social media signals. It helps businesses to focus on what matters most - building successful products and services and go-to-market (GTM) strategies that are driven by intelligence.
Owned Social Signals
Tapistro helps uncover, what we call as different profiles. Say a VP just liked your latest LinkedIn post. Now this person could be a part of your ideal customer profile (ICP). Or he/she could be an existing customers. It could very well be just another passive scroller. Potentially this is a Brand Profile, interacting with you organization's content.
Now, the truth is that most teams don’t know how to react to these interactions - so these signals get lost.
Tapistro uncovers who is engaging with your content, revealing the real person behind the interaction. From there, profile orchestration enriches their role and surfaces critical context. This answers those ICP related questions we started with. These owned engagement signals give your sales and marketing teams a single source of truth and unified profiles to prioritize outreach. Instead of guessing, you know exactly which interactions deserve attention, and which don’t.
Another variant of profiles are Competitor Profiles. Now, keeping an eye on competitors and thought leaders can be a goldmine for discovering new prospects. For example, imagine a CFO commenting on a competitor’s LinkedIn post, venting about hidden fees. Or a RevOps leader posting frustrations about the complexity of a competitor’s pricing model. These moments are more than casual remarks - they’re clear signals of interest, intent, and potential budget. Thus Competitor Profiles would be prospects who are:
- Educated on the topic (they know the problem well)
- Actively engaged in the conversation (they care enough to comment)
- Voicing concerns about alternatives (they may be ready to switch)
By monitoring competitor activity, you also gain visibility into the stakeholders’ driving decisions. With Tapistro, you can create multiple journeys to track several competitors at once, ensuring you continuously surface high-value signals and stay ahead of the market.
Brand and Competitor Profiles - An example
To make this more concrete, let us consider a hypothetical example. Ostoria Inc., a fast-growing startup in the competitive financial accounting software space, is launching a new product aimed at small businesses. With the market crowded with established players, Ostoria needs a smart strategy to find customers and stand out. They adopted Tapistro to track key competitors and monitor activity by people such as post engagement via likes, comments etc. across LinkedIn, X (formerly Twitter). Within days:
- Tapistro identified 50+ prospects Ostoria had already shortlisted - now validated by their social activity.
- It also uncovered 100+ new prospects, including individual stakeholders previously unknown to Ostoria but clearly in-market.
Tapistro’s profile enrichment added key details such as email, phone number, and role to each contact, ready for outreach for both the above cases. Further, the real-time insights also revealed that many customers were experiencing issues with data integration features in one of their competitor’s latest releases (say Competitor A).
Thus Tapistro could help create multiple target lists. Next steps - these lists can be automatically synchronized with Ostoria’s CRM system and account reps for prospects can be alerted via Slack. Armed with the information on Competitor A, Ostoria can tailor their outreach to prospects already engaged with that competitor, highlighting how AI automation can solve their problems.
The result? A highly personalized and timely campaign that significantly boosts conversions and helps Ostoria leverage key opportunities in a competitive market.
Paid Social Signals
Tapistro also connects ad engagement data such as LinkedIn ads to help you understand pipeline impact in real time. You can see which accounts and individuals interacted with your campaigns, track their level of engagement, and instantly enable retargeting or personalized outreach based on those signals. Let's continue with Ostoria's example here
- They launch a LinkedIn ad campaign for their new SMB product.
- With Tapistro, the team sees not just click-throughs, but which accounts and which roles are engaging.
- Turns out, finance managers at mid-market firms are most responsive.
Next, by comparing ad variations, Ostoria learns:
- A message on 'Simplified compliance' resonates best with CFOs
- Time-saving automation resonates with RevOps leaders
Using this data, Tapistro automatically builds refined audience lists and surfaces cross-channel intent (e.g., someone who clicked the ad and liked a competitor’s post). Ostoria then updates creative to emphasize transparent, predictable pricing, directly addressing themes revealed in social signals. Every interaction syncs with their CRM. Sales reps get real-time access to enriched profiles, turning ad impressions into qualified opportunities.
Watching Churn
It’s not just new prospects that deserve your attention; monitoring competitor accounts for current customers is equally important. If existing customers start engaging frequently with your competitor’s posts, whether it's liking their updates, commenting on their offers, or sharing their content- this could be a red flag signaling potential churn. Time to alert and activate the account team to ensure customer satisfaction and retention.
Monitoring Prospective Accounts
Every business deals with a long list of prospects, each with a network of stakeholders, all at different stages in the sales pipeline. Managing and monitoring these stakeholders daily is a daunting task that most sales teams and account managers simply don't have the time or resources for.
This is where Tapistro’s AI agents come in. With our AI-powered solution, you can effortlessly track multiple stakeholders within your target organizations in real time. Tapistro identifies the most relevant topics of interest, pinpoints the right profiles to engage, and ensures timely follow-ups. Moreover, it helps you spot accounts where deals may be at risk, allowing you to act swiftly and stay ahead of potential challenges.
Signal Saturation is Real. Discernment is Power.
When every signal is captured and identified, it can quickly become overwhelming and if your team isn’t equipped to filter, enrich, and prioritize effectively, engagement can go to waste. In signal collection, acting in real time is crucial. That’s where discernment comes in: a well-defined prioritization model ensures your team focuses on the signals that truly move the needle and turns engagement into a measurable pipeline.
Collecting every signal is important, but knowing which ones to act on, when, and how is what drives real results.
Conclusion
In an increasingly competitive digital world, understanding and leveraging social media signals is essential for B2B businesses looking to understand intent and get powerful leads. Whether it's identifying new prospects, preventing churn, or managing complex stakeholder workflows, these signals provide invaluable insights into customer intent and engagement.
With the ability to spot opportunities in real-time with Tapistro, engage prospects at the right moment, and understand and protect existing customer relationships, companies can refine their go-to-market strategies, strengthen customer loyalty, and drive sustained growth. Embracing AI to track and act on social media signals isn’t just a trend -it’s a powerful strategy that gives businesses a clear advantage in today’s fast-paced GTM world.
