Terrestrial mammals often acquire mating opportunities through signaling to opposite-sex conspecifics by olfactory means, which can take the form of scent marking and/or self-grooming. These behaviors leave odiferous compounds in the environment that can indicate the signaler’s interest in the opposite-sex conspecific(s) as well as the signaler’s genotype and current phenotype. The signals can also be placed with those of conspecifics, creating chemical bulletin boards that can provide social information to all individuals who come across it. This can then provide an individual with a range of information that can then affect their own olfactory communication behaviors. We examined how different social odor contexts affected the self-grooming behavior of male meadow voles (Microtus pennsylvanicus). We used two general social odor contexts of quantity (number of rival odors and acquaintance with rival odor) and one of quality (age of the rival). We found that male meadow voles responded to complex odor situations by adjusting their self-grooming to qualitative aspects of the rivals, but not quantitative aspects of the rivals. By attuning olfactory communication behaviors to social context(s), male meadow voles can adjust the amount of social information provided to both opposite-sex conspecifics and rival same-sex conspecifics. In doing so, male meadow voles can maximize their fitness by signaling at times where the likelihood of being selected as a mate is high and refraining from signaling when the likelihood of being selected as a mate is low.