Analyze social performance data with Wisdom

Jul 27, 2026
Knowledge

Procedure Steps

Article updated: June 21, 2026

Analyze social performance data with Wisdom

Use Wisdom (formerly OwlyGPT) to analyze your social performance data and gain deeper insights into which content performs best. By combining Hootsuite Analytics with our proprietary AI capabilities, Wisdom aggregates data across your social accounts to help you understand your audience, track competitors, and identify market trends.

This article describes the new Social OS experience. If you haven't switched yet, select the Classic tab for instructions. Learn more about the Social OS experience.

Wisdomfocuses on three key areas of intelligence:

Competitor analysis: Identify top-performing competitor posts, benchmark your metrics against theirs, and track which competitors are trending in social mentions.
Engaged audience analysis: Analyze the sentiment and primary themes in conversations about your brand. You can also identify common audience pain points and get platform-specific recommendations to improve engagement.
Listening and trend analysis: Access real-time analysis of industry shifts and track the trajectory of emerging keywords and hashtags to see which trends are accelerating or losing momentum.

Important considerations:

Wisdomsupports competitor data for X, Instagram, and Facebook only. To analyze competitors, you must first set them up in Hootsuite Analytics. Learn about competitive analysis and benchmarking.
Analytics data is not supported for Bluesky.

Analyze your social performance

Go to Wisdom , and then select Analytics and Insights Agent.
Select Social account, and then select a social account from the list. You can select up to 20 social profiles at once.
Enter a prompt or select a predefined prompt, and then select Send message.

Go to OwlyGPT , select Tools, and then select Performance insights.
Select Social profiles, and then select a social account from the list. You can select up to 20 social profiles at once.
Enter a prompt or select a predefined prompt, and then select Send message.

Go to OwlyGPT , select Tools, and then select Performance insights.
Select Social profiles, and then select a social account from the list. You can select up to 20 social profiles at once.
Enter a prompt or select a predefined prompt, and then select Send message.

About your Wisdom results

To ensure your analysis is accurate, keep the following data definitions and volume limits in mind.

Content and platforms

Post volume: Wisdomanalyzes your five most popular and five least popular posts only.
Metrics: Wisdom pulls data from performance insights, social score, and followers metrics. Learn more about social score in Analytics.

Audience and competitors

Audience definition: "Audience" refers to engaged authors mentioning or talking about your brand.
Demographics: Demographic data availability is highest for X, followed by Instagram, and is limited for Facebook.
Competitor updates:Wisdom pulls competitor data directly from your Hootsuite Analytics settings. To change which competitors are analyzed, update your list in Hootsuite Analytics.

Data discrepancies

Engagement calculations: Wisdom calculates engagement based on comments, reactions, and shares. Because Hootsuite Analytics also includes clicks, you may see a discrepancy between the two data sets.

Learn more

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Analyze social performance data with Wisdom

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