Mara Calvello
Mara Calvello is a Content and Communications Manager at G2. She received her Bachelor of Arts degree from Elmhurst College (now Elmhurst University). Mara writes content highlighting G2 newsroom events and customer marketing case studies, while also focusing on social media and communications for G2. She previously wrote content to support our G2 Tea newsletter, as well as categories on artificial intelligence, natural language understanding (NLU), AI code generation, synthetic data, and more. In her spare time, she's out exploring with her rescue dog Zeke or enjoying a good book.
Last updated: August 10, 2026
What is social discovery?
Social discovery is the process of finding and connecting with people, content, or information through social media networks and location-based mobile technologies. It bridges digital interaction with real-world and shared interests, whether that means finding someone online and learning their interests or discovering products, reviews, and news through peer recommendations rather than a traditional search engine.
Social discovery is also when an individual promotes causes, recommends products, or shares opinions. This is usually done on platforms like Facebook, Twitter, LinkedIn, Instagram, Reddit, and Yelp.
An organization may use social discovery software to gather and preserve data from social media platforms for legal purposes. On occasion, these tools are used by law enforcement agents to help predict and monitor potential crimes.
Law firms also use social discovery software to find and collect content posted to social media that may be used in legal proceedings. This helps these teams save hours that would have been spent manually combing through these platforms looking for specific information.
TL;DR: Social discovery definition, types, and benefits
Social discovery is the process of finding and connecting with people, content, or information through social media and location-based mobile technology, based on shared interests, location, or peer recommendations. For brands, it is a way to reach the right audiences, understand customers, and act on social signals like reviews and recommendations.
How does social discovery work?
Social discovery works by combining real-time location data, user-generated reviews and tags, and algorithms that match people based on shared interests. Instead of typing a query into a search engine, users surface relevant people, content, and places through their social graph and the recommendations around them.
Platforms pull signals from profiles, mutual connections, and physical location to suggest who or what a person might want to find. Reviews, ratings, hashtags, and check-ins act as the raw material, and matching algorithms decide what to surface. Many discovery apps run in the background on a mobile device, quietly flagging nearby people or places that fit a user's interests.
What are the types of social discovery?
The main types of social discovery are news, consumer, people, location, lifestyle, and entertainment discovery, and the type someone uses depends on what they are looking for.
- News discovery is when an individual uses a social network platform to discover news. An example is a user logging into Twitter to check trending tweets around a newsworthy event, like a national disaster or sporting event.
- Consumer discovery is when an individual uses a consumer-based app to look for reviews and recommendations. An example is a user reading reviews of a sweater on Amazon or checking reviews of a new restaurant on reservations software like Yelp.
- People discovery for professional use is when an individual uses a platform like LinkedIn to network. For personal use, this could be using an online dating app to find a potential partner.
- Location discovery is the process to finding a new place. For instance, someone using Airbnb to find a place to stay when traveling.
- Lifestyle and entertainment discovery is when an individual turns to social media for entertainment or lifestyle recommendations. Examples are using social discovery applications like Spotify to find new music or Pinterest for a new recipe.
Which industries use social discovery?
The industries that use social discovery most include hospitality, public relations, retail, financial services, media and journalism, event security, and legal and law enforcement.
- Hospitality: When users enjoy their experiences at places like hotels and restaurants, they’re more likely to leave positive reviews online. Businesses can use these posts to promote what sets their company apart. Similarly, negative feedback can be mitigated quickly with social discovery software. Monitoring platforms like Twitter and Facebook are a must for organizations in hospitality.
- Public relations: Brands in the public relations (PR) sector use social discovery to quickly get in front of customer sentiment. PR companies rely on these tools to monitor bad press so an apology can be issued as soon as possible.
- Retail: Brick-and-mortar retail companies follow along with specific hashtags associated with their store or brand name. Any negative feedback can be responded to quickly and in a personal way. Stores can also use location features in social discovery software to filter social posts by a geographic location and tagged locations.
- Financial: The financial industry and insurance providers use social discovery to understand area-specific risks affecting people worldwide. These risks can be natural disasters, market changes, or political unrest. Twitter and Reddit are the leading platforms financial professionals turn to for these insights.
- Media and journalism: For effective coverage of breaking news and events, especially public safety, social discovery can provide a complete picture to emergency service teams and help aid in security measures in a crisis.
- Event security: Social discovery can give security teams an advantage against physical threats. Similar to media and journalism, security teams use social media posts for extra eyes and additional information they’d otherwise be blind to. This information makes it possible to provide more help when it’s needed most.
- Legal and law enforcement: By enabling social discovery, information found on platforms like Facebook, Instagram, and Twitter can provide a significant advantage in making arrests or solving crimes.
What are the benefits of social discovery for brands?
For brands, the benefits of social discovery include the ability to target specific audiences, more discovery options across platforms, and a better understanding of customer interests.
- Targeting a specific audience: Brands may benefit from the opportunity to deliver timely, location-specific marketing content to audience members or customers.
- Increasing options for discovery: Just because apps like Facebook, Instagram, Twitter, and LinkedIn are the most common for social discovery doesn’t mean organizations should ignore platforms like YouTube, Snapchat, WhatsApp, and Slack.
- Better understanding of interests: Discovering information through social media platforms gives organizations more knowledge about customers, including their likes, dislikes, hobbies, and opinions.
What is the difference between social discovery and social media monitoring?
Social discovery is about finding new people, content, and places through social platforms, while social media monitoring is about tracking what is already being said about a brand, topic, or keyword. Discovery is exploratory and forward-looking, and monitoring is analytical and centered on existing conversations.
| Social discovery | Social media monitoring | |
| Goal | Find new people, content, products, and places | Track existing mentions and conversations |
| Direction | Proactive and exploratory | Reactive and analytical |
| Trigger | Recommendations, reviews, shared interests, location | Brand names, keywords, hashtags, and @mentions |
| Primary users | Consumers and brands | Brand, marketing, and support teams |
| Typical output | New connections, recommendations, and discovered content | Sentiment, share of voice, and mention volume |
| Core question | "What or who should I find next?" | "What are people saying about us now?" |
Related resources:
Frequently asked questions about social discovery
Here are the most commonly asked questions about social discovery.
Q1. What is an example of social discovery?
An example of social discovery is a shopper coming across a product on Instagram through a friend's post, reading a few reviews, and buying it without ever searching for it. Others include finding a nearby restaurant from a check-in or discovering new music through what people in your network are playing.
Q2. Why does social discovery matter for marketers?
Social discovery matters for marketers because it lets brands reach audiences at the moment they are open to a new product or place, based on location, interests, and peer recommendations. It also gives teams a live stream of reviews, sentiment, and trends they can act on to sharpen targeting and protect their reputation.
Q3. What are the privacy concerns with social discovery?
The main privacy concern with social discovery is that location-based apps can reveal a person's whereabouts or let strangers find them, sometimes before users fully understand what they are sharing. Responsible platforms limit visibility to approved connections and give people control over which location and profile details are exposed.
Q4. What are examples of social discovery apps?
Examples of social discovery apps include dating and matching apps, professional networking platforms like LinkedIn, and location-based apps that surface nearby people or places. Review and recommendation sites like Yelp, along with content platforms like Pinterest and Spotify, also drive social discovery by helping people find products, places, and media through others.
For a broader view of how people connect and share online, explore the social web to see where social discovery fits within online interaction.