How are you actually tracking conversations about a brand that happened outside its own social accounts?

Likes, comments, and shares on your own posts are easy enough to track.

But what I find much harder is everything happening elsewhere... Things like Reddit discussions, people mentioning the brand without tagging it, YouTube comments, posts on X, and conversations around competitors, etc.

For people doing this professionally how much of that are you actually able to track?

Are you using native search, social listening tools, APIs, OR monthly analytics?

Curious what your setup looks like and where the biggest blind spots are...