Customer Satisfaction Index (Net Promoter Score) This is one of the most important metrics for understanding customer sentiment. What do your customers think of your products and your brand when you ask them for their opinion? One thing to keep in mind is that if you have an overall happiness index or a net promoter score it will usually include non-social selling points so may not be the ideal model to measure sentiment specifically for the social. Advertising Continue reading below However, with an NPS model, it is possible to focus on social sentiment when calculating scores and reviewing your data. Notice Read between the lines of your reviews. A 4-star review can be nice, but customers will likely provide additional details image masking service in their review comments. I prefer to rate reviews the same way I rate comments: positive, negative, or neutral. image06 If you're noticing mostly negative sentiment despite positive reviews, review the reviews to determine if there's a common problem among other customers or unique opportunities to delight your customers that you haven't considered before. Advertising Continue reading below 10. Trend changes in social engagement Some of the biggest benefits of social media are the different forms of engagement and how you can interact with fans and see how they interact with each other. There are also several areas where shifts in sentiment can appear. Constantly monitoring trends and changes in customer activity will help you catch those changes before they turn in the wrong direction. Here are examples of trend changes in engagement: Sudden drop in contest entries Lack of interest in more than one event, such as a local community event or webinar Changes to the frequency, volume and context of direct messages Changes in how customers respond to you (did their perception of your brand personality change?) Conclusion Not everything you do will deliver flawless profit reports.