Sentiment

Discover how Sentiment analysis helps businesses measure the tone of online conversations and feedback. Learn how to track, analyze, and act on sentiment to strengthen brand reputation and customer relationships.

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KPI Details for Sentiment

Category

Marketing
Type

Leading Indicator
Calculation

Sentiment Breakdown (%) = ( Mentions by Sentiment Type / Total Mentions ​) × 100
Measure

Tracks the emotional tone of customer and audience mentions across online platforms, giving businesses insights into how people feel about their brand.
Data Sources:

Brand24, Sprout Social, Hootsuite, Talkwalker, Mention, Meltwater, HubSpot (via integrations), Twitter/X, Facebook, Instagram, Review Platforms.
Frequency

Tracked daily or weekly to monitor brand sentiment trends and respond quickly to changes in public perception.

Example target

Maintain over 80% positive sentiment in Q3 by improving customer support, responding to feedback, and delivering consistent brand messaging.

Example Reports Use Case

A Social Media Manager tracks sentiment to gauge how audiences are reacting to a new campaign. If negative sentiment spikes, they may adjust messaging, address customer concerns, or pause the campaign.

Best Practices for Sentiment

  • Use AI-Powered Sentiment Tools

    Leverage tools that analyze tone, keywords, and context across social, reviews, and forums.

  • Respond Promptly to Negative Mentions

    Address issues before they escalate to protect your brand reputation.

  • Encourage Positive Feedback

    Request reviews, testimonials, or user-generated content to boost positive sentiment.

  • Monitor Trends Over Time

    Track sentiment alongside mentions, engagement, and conversions to identify cause-effect relationships.

What is Sentiment

Sentiment is a key performance indicator (KPI) that measures the emotions, attitudes, and opinions customers express toward a brand, product, or service, particularly across social media and customer feedback channels. It categorizes customer reactions as positive, negative, or neutral, providing critical insights into public perception and audience mood. Unlike simple ratings, sentiment analysis digs deeper by interpreting customer feedback comments, helping businesses understand the “why” behind customer experiences. Tracking sentiment enables companies to navigate customer feedback more effectively, address issues proactively, and enhance overall customer satisfaction and brand reputation.

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