How to Route MultiFollow Linkedin and X Watchlist Alerts to Slack, Clay, n8n, or Zapier

What you are wiring (and what you are not)

Job to be done: get named-watchlist events into the GTM tools you already use, without living inside Linkedin or X.

What MultiFollow sends when activity is detected:

Example JSON payload (same shape for Clay, n8n, Zapier, or any webhook URL):

{
    "platform": "linkedin",
    "profile_url": "https://www.linkedin.com/in/erikatrautman/",
    "query": "URL: https://www.linkedin.com/in/erikatrautman/. Track posts. Track comments. Track likes.",
    "datetime": "2025-01-19T05:52:00Z",
    "link": "https://www.linkedin.com/posts/erikatrautman_vice-president-strategy-and-business-operations-activity-7272270503808000000-OxBb",
    "content": "I've got two more great leadership positions I'm filling! I am so inspired by the vision and the culture here at Sprout. So come join me to transform how companies leverage social media to connect with their customers.",
    "activity_type": "post"
}

Honest limits before you copy-paste anything:

• Linkedin person: posts, comments, likes. Linkedin company / showcase: posts only (not company comments or likes).
• X (Twitter): posts and replies. Not likes (private since 2024).
• Email works on Free and Essential. Slack incoming webhooks and API webhooks need Business or above.
• We do not ship native HubSpot or Salesforce apps. If your CRM accepts a custom POST, the webhook is the integration.
• Keyword include/exclude (up to 10 each per tracker) filters posts and comments. Likes have no text, so keywords will not quiet them.
• Freshness on paid plans is near real-time: typically a couple of seconds after we detect the activity, up to about a minute if congested. Free is best-effort.

For tracker fields and supported URL formats, see the Trackers docs. For payload and account-level vs per-tracker webhook behavior, see API webhooks.

Step 1. Create the watchlist

• 1. Sign in at dash.multifollow.io. Free does not need a card.
• 2. Add profile URLs one by one, or upload a CSV on Business+.
• 3. Supported formats:

• X: https://x.com/{username}
• Linkedin person: https://www.linkedin.com/in/{username}/
• Linkedin company: https://www.linkedin.com/company/{name}/
• Linkedin showcase: https://www.linkedin.com/showcase/{name}/

• 4. Choose activity types that match the job:

• Prospects (Linkedin people): posts + comments, and likes only if you accept noisier Slack.
• Competitor company pages: posts only.
• X accounts: posts + replies.

• 5. Optional: add include keywords (hiring, pricing, RFP, a competitor name) and exclude keywords (webinar, congrats) so Tuesday stays readable.

You can also create or update trackers via the REST API or MCP on Business+, but delivery still goes through email, Slack, or the API webhook. MCP manages the watchlist. It does not stream signals.

Step 2. Choose delivery: email, Slack, or API webhook

Think of three lanes. You can use more than one.

Email (every plan)

Default. Fine for a solo pilot or proving one prospect fires. Email can truncate long content and may group results. Webhooks send one untruncated result per call. If you are building automation, do not stop at email.

Slack incoming webhook (Business+)

Best when the AE lives in Slack and you want a shared team feed.

• 1. In Slack, create an incoming webhook for the channel you want (for example #signals-outbound).
• 2. Copy the webhook URL Slack gives you.
• 3. In MultiFollow, open notification / Slack settings and paste it. Send a test from the dashboard.
• 4. Optional: set a per-tracker Slack webhook URL so competitor trackers go to #battles-dockwise while prospects stay in #signals-outbound. Per-tracker Slack URLs override the account-level one.

Deeper Slack-only walkthrough: Viewing someone's social media activity in Slack.

API webhook (Business+)

Best when Clay, n8n, Zapier, Make, or a CRM should receive JSON.

• 1. Create the receiving URL in the destination tool (Clay table webhook, Zapier Catch Hook, n8n Webhook node, or your own endpoint).
• 2. In MultiFollow, paste that URL into the account-level API webhook setting, or into a per-tracker API webhook URL if you want different trackers to hit different tables or workflows.
• 3. Send a test webhook from the dashboard and map fields before you trust live traffic.

Per-tracker webhooks take precedence over the account-level URL. Unlimited request volume. TLS in transit. One result per POST, content not truncated.

Step 3a. Route to Slack (team feed)

Once the Slack webhook is saved and a test lands:

• Keep include/exclude keywords tight so the channel is readable.
• Disable likes on noisy trackers if #signals-outbound turns into a reaction firehose.
• Use team management on Business+ so ops and AEs share one feed instead of three private email inboxes.

The Slack message is the alert, not the outreach. Reply on the Linkedin or X thread, then send InMail or email from whatever you already use for messaging.

Step 3b. Route to Clay (no middleware required)

You do not need Zapier or n8n between MultiFollow and Clay. MultiFollow POSTs JSON straight to Clay's table webhook.

• 1. In Clay, create a table and choose Import data from Webhook. Copy Clay's webhook URL.
• 2. Paste it into MultiFollow (account-level or per-tracker).
• 3. Send a test from MultiFollow and map platform, profile_url, query, datetime, link, activity_type, and content to columns.
• 4. Enrich from profile_url, score or draft from content, then push to your CRM or sequencer.

Tip: point prospect trackers at one Clay table and competitor trackers at another using per-tracker webhook URLs.

Ready-made flows (personalized outreach, competitor battlecard, keyword buying signals): Clay templates for sales signals.

Step 3c. Route to n8n

• 1. In n8n (cloud or self-hosted), create a workflow with a Webhook node.
• 2. Method: POST. Copy the production (or test) webhook URL.
• 3. Paste that URL into MultiFollow's API webhook setting.
• 4. Trigger a test from MultiFollow. Confirm the payload appears on the Webhook node.
• 5. Add downstream nodes as needed: Slack, Google Sheets, HTTP Request to your CRM, IF / Switch on activity_type or platform, Code for custom filters.

n8n is the right lane when you want branching logic, self-hosting, or destinations Clay does not cover in one hop.

Step 3d. Route to Zapier

• 1. In Zapier, create a Zap.
• 2. Trigger: Webhooks by Zapier → Catch Hook.
• 3. Copy the Catch Hook URL into MultiFollow's API webhook setting.
• 4. Send a test from MultiFollow so Zapier can sample the JSON.
• 5. Map fields (platform, profile_url, content, link, activity_type, datetime) into actions: Slack message, HubSpot/Salesforce task, Google Sheet row, email, etc.
• 6. Turn the Zap on only after a real test payload mapped cleanly.

Zapier is the right lane when non-technical GTM ops already live there and the destination apps are in Zapier's catalog.

Quick chooser

You can combine them: Slack for humans, Clay or n8n for machines, on the same watchlist (use per-tracker URLs when destinations should stay separate).

A 15-minute Tuesday checklist

• 1. Add one high-value Linkedin person on Free. Wait for a real post or comment so you trust email.
• 2. Upgrade to Business when you need Slack or webhooks (Essential is near real-time email only: 5 Linkedin + 10 X, no Slack/API).
• 3. Create #signals-outbound Slack webhook. Paste. Send test.
• 4. Create a Clay webhook table (or n8n/Zapier Catch Hook). Paste as API webhook. Send test. Map fields.
• 5. Bulk-import or paste the rest of this quarter's shortlist. Add keyword filters before you turn likes on for everyone.
• 6. Act from Slack or Clay. Do not treat MultiFollow as the send button.

Plans that unlock this how-to

Verify live on multifollow.io before you buy. Plans are prorated.

Start watching

Create a free account, paste one prospect URL, and prove the email. When the team needs the signal in Slack or Clay the same minute it happens, move to Business, paste the webhook, send a test, and only then scale the list.

Start on MultiFollow (free plan available). Questions: [email protected].

Start on the free plan, no credit card

Julien Salinas
Product Manager, MultiFollow
Alpine Connection