What are Social Media Signals?
Social Media Signals let you monitor posts from people and companies across social platforms based on keywords and custom queries you define. When a post matches your criteria, Tapistro captures it - and you can use it to pull those people or accounts into a Journey, segment them, and trigger timely actions.
This is one of the most direct ways to catch a prospect in the moment they're expressing intent, frustration with a competitor, or interest in a problem you solve.
Setting Up a Social Media Signal Source
To start listening to social posts, create a new Source in Tapistro.
Steps
Go to Sources and click New Source.
In the Origin Type field, select LinkedIn Account Post Search (for company/account posts) or the relevant LinkedIn Person Post Search option for individual person posts.
Check Allow Accounts Without Domain if you want to capture posts from companies that don't have a domain on record.
Config
The Config section is where you define what to listen for.
Search Query (Required)
Write a query using AND and OR operators to match posts you care about.
Use AND to require multiple terms in the same post
Example:
pipeline AND forecast- only posts that mention both
Use OR to capture posts that mention any of the terms
Example:
HubSpot OR Salesforce OR CRM- posts mentioning any of these
Queries are not phrase-matched - they match at the keyword level, not as an exact string
Tip: Start broad with OR queries to understand what's being said, then narrow with AND queries once you know the exact combination that signals real intent.
Max Posts Per Run
Set a cap on how many posts Tapistro pulls in each run. Useful for controlling volume when you're monitoring high-traffic keywords.
Lookback Period (Days)
Define how far back Tapistro should look for matching posts on each run. For example, 7 pulls posts from the last week.
Include Commenters
Check this to also capture people who commented on a matching post — not just the person or account that wrote it.
Include Reactors
Check this to capture people who reacted (liked, celebrated, etc.) to a matching post.
Pulling Persons and Accounts into a Journey
Once Tapistro identifies posts that match your signal:
Authors - the person who wrote the post - can be pulled directly into a Journey as a person record
Accounts - the company associated with the author - can be surfaced alongside the person
This means you can go from a keyword match in a post to a prospect entering an outreach Journey, automatically.
Using Social Media Signals in a Journey
Once your Source is active, you use it as the starting point for a Journey. Here's how to put the signal to work.
Step 1: Set Your Source
In your Journey, add a Source step and select the LinkedIn Account Post Search (or Person Post Search) source you configured. This is what feeds matching posts and the people or accounts behind them into your Journey.
Step 2: Segment by Role (Optional)
Tapistro captures not just who authored a matching post, but also who engaged with it. Use this to route different audiences through different paths.
Segment | Who it includes | What it signals |
Authors | Person or account that wrote the post | Strong first-person intent they're actively talking about this topic |
Commenters | People who commented on a matching post | Active engagement -researching or reacting to a trend |
Reactors | People who reacted (liked, celebrated, etc.) | Passive interest aware of the topic, lower intent |
Use a Conditional Branch step to fork your Journey by segment authors into a high-priority sequence, commenters and reactors into a slower nurture track.
Step 3: Enrich and Filter
Before activating anyone, add enrichment and filtering steps to make sure you're working with the right people.
Add a Person Data Enrichment or Account Data Enrichment step to fill in contact details, firmographics, and other fields
Add a Data Filter step to remove anyone who doesn't match your ICP- for example, filtering by seniority, industry, or company size. These filters are also useful to suppress from CRM.
This keeps your outreach tight and your team's time focused on the signals that actually matter.
Step 4: Add an AI Agent for Personalized Outreach
The content of the matched post is passed along as context through your Journey. A Content Generation AI Agent can read what the person actually wrote and use it to craft a relevant, specific message - no manual research required.
For example:
A prospect posts about switching off their current data stack. Your AI Agent picks up the post context and references it in the opening line of an email, making your outreach feel timely rather than generic.
In your AI Agent's Input Attributes, reference the post payload alongside standard fields like Person name, Account name to give the agent the full picture. These are all available as a dropdown in the Input Attributes.
To learn more, see: Generate personalized messages for outreach using AI Agents
Step 5: Activate
Add a Destination step to route qualified people into your outreach tool - email sequence, CRM, Slack alert, or whatever fits your workflow.
To learn more, see: Generate personalized messages for outreach using AI Agents
Common Use Cases
Monitor competitor keywords- Track posts mentioning a competitor by name. Surface accounts actively evaluating alternatives or expressing frustration - and get in front of them first.
Identify in-market prospects- Capture people posting about problems you solve. When someone publicly names a pain point, that's a high-intent moment worth acting on immediately.
Track buying intent -Build queries via keywords to search for intent around your objectives on LinkedIn.
Build GTM strategies from conversation trends - Run signals at scale to understand what topics are gaining traction in your ICP. Use that to shape campaigns around what's actually being discussed in the market - not what you assume they care
about.
