For a brand watching its own reputation and competitors rather than an agency managing many clients, the question is whether keyword and competitor tracking come standard or cost extra.
Agorapulse includes keyword-based monitoring and competitor analysis without a separate paid add-on — it’s the tool’s stated focus (“analyzing real-time conversations, sentiment, and trends” over pure content production). That’s a meaningful difference from tools like Vista Social, where listening across social/web/news is a $75/mo add-on on every tier, or HeyOrca, where it’s a per-workspace add-on limited to Instagram and Facebook only.
More brand-monitoring options
NapoleonCat‘s Expert tier ($139/mo) adds automated comment moderation and sentiment across six platforms including paid ad comments. Statusbrew bundles listening and sentiment into its Premium tier ($299/mo) alongside review management add-ons. Social Champ includes listening free from its Growth pay-as-you-go tier, or as a $29/mo add-on on Professional.
Non-fit: if DM automation matters more than listening, Agorapulse doesn’t support DM automation on any plan — see DM & Comment Automation instead.