Also known as: Sentiment analysis, Tone analysis
The tone of a mention — positive, neutral, or negative — often classified automatically by AI/NLP so brands can monitor their reputation online.
Sentiment analysis helps agencies quickly see whether a client's online perception is shifting. A sudden spike in negative sentiment signals a PR crisis. Trends in positive sentiment point to opportunities for case studies or testimonials.
A client launches a new product. Sentiment tracking shows 80% positive in the first week, dropping to 45% positive by week 3 — quality complaints in the comments. The agency advises the client to communicate a product improvement and respond proactively to complaints.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
Continuously tracking when and how a brand name is mentioned online — on social media, in blogs, on forums, or in reviews — so the brand can respond or spot trends.
A measurable value that shows how well a specific goal is being met — for social media that could be engagement rate, reach, follower growth or click-through rate to the website.
Reach is the number of unique people who saw a post; impressions is the total number of times a post was shown, including multiple views by the same person.
CPM is the cost to show an ad 1,000 times — a key metric for judging the efficiency of paid social media campaigns, independent of conversions.
ROAS is the ratio between revenue and ad spend — usually expressed as a multiple: a ROAS of 4 means every €1 of ad spend generates €4 in revenue.
The number of new followers an account gains over a given period — an important but context-sensitive KPI, because follower quality matters more than quantity.
Systematically tracking and analysing what is said online about a brand, industry or competitor — to spot trends, opportunities and problems early.
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