Turn a BrandJet mention into a qualified lead: step-by-step screenshots
Follow the current BrandJet interface below. Each screenshot matches the numbered action directly beneath it.
Step 1: Open Mentions Feed and scan the current brand signals.
Step 2: Open the keyword selector and choose the monitored BrandJet term.
Step 3: Confirm the feed is limited to the correct monitored term.
Step 4: Open Filters to narrow the qualification queue.
Step 5: Under Intent, select Buying Signal.
Step 6: Review mention context, sentiment, and confidence before acting.
Step 7: Open Add to Leads and review the destination list before adding.
Qualify a BrandJet mention in seven steps
Outcome: Review a mention in BrandJet, decide whether it represents a real sales opportunity, then choose Add to Leads, Reply, or Dismiss.
Prerequisites: You need relevant mentions available in the BrandJet Mentions Feed and enough context to judge whether the person, account, and conversation are commercially relevant.
The core rule is simple:
Do not turn a mention into a lead just because it mentions your brand, category, or competitor. Qualify the signal first.
Open the BrandJet Mentions Feed, then follow the steps below in order.
1. Open the mention and read the full context
Start with the actual conversation, not the score.
A useful mention should tell you something about what the person needs, is evaluating, is frustrated by, or is trying to accomplish.
Common examples include:
- someone asking for recommendations in your category
- someone comparing tools or approaches
- someone describing a problem your product solves
- someone complaining about a competitor
- someone mentioning your brand positively or negatively
- an existing customer asking for help
- an irrelevant keyword match
Your first decision is whether the mention contains a potentially useful signal.
Use this rule:
| Mention | First interpretation |
|---|---|
| Explicit buying question | Strong candidate for qualification |
| Recommendation request | Strong candidate for qualification |
| Competitor complaint | Investigate switching intent |
| Pain-point discussion | Investigate whether buying intent exists |
| Existing customer problem | Customer issue, not automatically a new lead |
| Brand praise | Advocacy signal, not automatically a lead |
| Irrelevant match | Dismiss |
A mention is evidence to investigate. It is not proof that someone belongs in your pipeline.
BrandJet's guidance on using social listening triggers in outreach makes the same distinction between sales opportunities, customer-risk signals, advocacy, and other types of conversations.
2. Check Signal, Sentiment, Score, and Confidence
Once the conversation looks relevant, review the fields shown in the BrandJet Mentions Feed.
Do not treat the four fields as interchangeable.
Signal
Use Signal to understand why the mention surfaced.
Ask:
What happened here that makes this conversation worth reviewing?
The underlying signal matters more than the fact that a keyword appeared.
A direct request for recommendations is different from a casual brand reference. A competitor complaint is different from an existing customer's support issue.
Sentiment
Use Sentiment to understand the tone of the conversation.
BrandJet's sentiment analysis distinguishes positive, negative, and neutral mentions.
Sentiment is useful, but it does not tell you whether someone is ready to buy.
For example:
| Sentiment | Context | Likely action |
|---|---|---|
| Positive | Existing customer praises your brand | Reply or acknowledge |
| Negative | Prospect complains about a competitor and wants alternatives | Qualify further |
| Neutral | Buyer asks which tools support a workflow | Qualify further |
| Negative | Existing customer reports a problem | Route as a customer issue |
Do not use positive sentiment as a shortcut for lead qualification.
Score
Review the Score shown in BrandJet, but use it according to the meaning provided by the current product.
Do not invent your own thresholds such as:
- 80+ = qualified
- 60 to 79 = nurture
- below 60 = dismiss
Unless BrandJet explicitly defines those thresholds in the product, they are not valid tutorial rules.
The score is one input. You still need to inspect the person, intent, and conversation.
For a broader scoring methodology, see how to score lead intent from social mentions.
Confidence
Use Confidence as an uncertainty signal.
If the interpretation looks uncertain, read more of the source conversation before acting.
A lower-confidence classification is a reason for more human review, not an automatic reason to dismiss the mention.
3. Check whether the person or account fits your ICP
A strong signal from the wrong person is still a poor sales lead.
Before using Add to Leads, check whether the person or account matches the audience your team actually sells to.
Depending on your ICP, that may include:
- company type
- company size
- role or seniority
- industry
- geography
- use case
- team maturity
- problem relevance
Do not add someone simply because they are actively shopping.
The question is:
Would your sales team want to work this lead if the social mention did not exist?
If the answer is no, the mention probably should not enter your lead workflow.
4. Confirm that the mention contains actionable intent
Next, decide how much buying intent is actually present.
A practical hierarchy is:
Stronger intent
- "What tool would you recommend for X?"
- "We need an alternative to X."
- "Does anyone know a platform that can do X?"
- "We are evaluating tools for X."
Needs more review
- "This workflow takes us hours every week."
- "Our current tool is frustrating."
- "I wish there were an easier way to do X."
Weak intent
- generic category discussion
- casual brand mention
- industry commentary
- praise without a buying need
- unrelated keyword match
Problem awareness and buying intent are not the same thing.
Someone can describe exactly the problem BrandJet solves without being in a buying process.
For a more detailed qualification framework, see how to qualify social listening leads before outreach.
5. Check timing, relationship, context, and contactability
Before choosing an action, run four final checks.
Is the conversation still current?
A recent request for recommendations can be actionable. An old conversation may no longer reflect an active buying decision.
Do not create urgency that is not present. Just confirm that the opportunity still makes sense now.
Is this already a known relationship?
Check whether the person is already:
- a customer
- an existing opportunity
- a known contact
- a partner
- someone who should be handled by another team
An existing customer complaint should not accidentally become a new-business lead.
Do you understand enough context to respond intelligently?
You should be able to answer:
Why would contacting this person be useful to them?
If your only answer is "they matched our monitoring keywords," keep reviewing.
Is the next action appropriate?
A public mention does not automatically justify a private sales message.
Consider:
- the platform
- the tone of the conversation
- whether a public response would be more helpful
- whether the person appears open to recommendations
- whether the discussion is sensitive
- whether another team should handle it
Use this qualification gate before moving forward:
| Check | Pass condition |
|---|---|
| Signal | The conversation is genuinely relevant |
| ICP fit | The person or account fits your target market |
| Intent | There is evidence of a problem, evaluation, comparison, or buying need |
| Timing | The situation is still actionable |
| Relationship | The person is not being misrouted |
| Context | You understand why a response would be useful |
| Contactability | An appropriate next action exists |
If several checks fail, do not force the mention into Leads.
6. Choose Add to Leads, Reply, or Dismiss
Once you have qualified the mention, choose the action that matches the situation.
Choose Add to Leads
Use Add to Leads when the mention has:
- relevant commercial context
- good ICP fit
- meaningful intent
- an actionable situation
- an appropriate next sales step
This is the strongest path when the person is not merely discussing the category but appears worth treating as a potential sales opportunity.
BrandJet also connects social signals to lead collection through its automated lead collection capabilities. For this workflow, however, make the qualification decision before adding the mention to Leads.
Choose Reply
Use Reply when participating in the original conversation is the better next step.
Examples include:
- someone asks a public question you can answer helpfully
- an advocate mentions your brand positively
- the conversation needs clarification before qualification
- the person's problem is relevant, but a sales action would be premature
A useful public response can be more valuable than immediately creating a sales lead.
Do not disguise a pitch as helpful advice.
Choose Dismiss
Use Dismiss when the mention is clearly:
- irrelevant
- a false positive
- poor fit
- commercially inappropriate
- noise
- not worth further review
Dismissal is part of qualification.
The goal is not to maximize the percentage of mentions added to Leads. The goal is to keep the lead pipeline useful.
Use human review when the answer is unclear
Do not force an ambiguous mention into one of the sales paths.
Use additional context when:
- fit looks strong but intent is unclear
- intent looks strong but the person's identity is unclear
- sentiment conflicts with the actual conversation
- Score or Confidence does not match what you are reading
- the person could be an existing customer
- the topic is sensitive
A good operating rule is:
When the fields and the source conversation disagree, trust human review over an automatic interpretation.
7. Review the mention again before starting outreach
After choosing Add to Leads, keep the original context in mind before any sales action.
Do not assume that clicking Add to Leads automatically performs other steps unless those steps are explicitly shown in the current BrandJet workflow.
In particular, do not assume that the action automatically:
- enriches the person
- assigns an owner
- changes a CRM stage
- enrolls the lead in a campaign
- starts outreach
- verifies contact information
Treat those as separate workflows unless the product explicitly shows otherwise.
BrandJet's broader CRM and lead management capabilities can support the next stage of the process, but the qualification decision should remain tied to the evidence in the original mention.
Before outreach, make sure you can explain three things:
- Why this person?
- Why now?
- What useful next action follows from the mention?
If you cannot answer all three, review the lead again.
FAQ
The mention looks relevant, but I cannot tell whether it is a lead
Check ICP fit and intent separately.
A good-fit account without buying intent may need monitoring rather than outreach. Strong intent from a poor-fit account may not belong in your pipeline.
Sentiment looks negative, but the mention seems valuable
Negative sentiment can still reveal buying intent.
A competitor complaint accompanied by switching language may be commercially useful. Read the source context before deciding.
The Score looks high, but the conversation does not look qualified
Do not override the actual conversation just because a product field looks strong.
Use Score as one input and run the qualification checks again.
Confidence is low
Read more context before acting.
Do not automatically Add to Leads or Dismiss based on confidence alone.
The person is already a customer
Treat the relationship as the deciding factor.
A customer complaint, feature question, or support request should not become a new acquisition lead simply because it appeared in social listening.
I am unsure whether to Reply or Add to Leads
Ask which action is most useful to the person right now.
If the conversation can be helped directly in public, Reply may be the better first action. If the person clearly fits your ICP and shows actionable buying intent, Add to Leads may be appropriate.
The entire workflow can be reduced to one rule:
Read the mention, understand the signal, qualify fit and intent, check the context, then choose Add to Leads, Reply, or Dismiss.
Open the BrandJet Mentions Feed and apply that qualification gate to your current mentions.