Learn how people feel about your brand, products and content

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A screenshot of Sprout's social listening tool showing the Messages tab. In this tab, messages across Instagram, X (formerly Twitter), Facebook and YouTube are visible. These messages are all assigned a sentiment. Next to cyprus b2b leads these messages, the follower counts of the people who posted are listed, as are the post engagements.
To understand brand health, you must demystify how your audience feels about you and your products. This is especially important when your company makes big moves.

One computer software company uses Sprout Listening to measure sentiment around their brand and products ahead of rebranding. With Listening, they uncover keywords people use about their current brand, and the social conversation after the brand shift. This has empowered them to understand associations with their existing brand, and the impact post-rebrand in the social space.

Measuring sentiment can also help brands establish an overall baseline to answer the question, “how do people feel about us, and has that changed?” Without social listening, it’s tough to understand whether your brand sentiment has spiked or dipped. Another computer software company regularly uses listening to understand their overall brand sentiment. By doing so, they recognize when a dip or a spike in sentiment occurs, and they can dig into specific conversations to help them unpack the change.

Apply it: Be the first to know if sentiment around your brand is rising or falling. Start with a bird’s eye view—in Sprout, the Sentiment Summary presents a clear data visualization of your sentiment from conversational analytics for a chosen date range, including where dips or spikes occurred.

A screenshot of Sprout's social listening tool showing the Performance tab. In this tab, the sentiment summary of the listening topic is represented by a data visualization that says the topic has an 82% positive sentiment for the selected time frame.
Then, dig in further. Get an idea of what caused spikes or dips on specific days with the sentiment summary message explorer. Click into dips or spikes on the Sentiment Trends chart to surface messages that contributed to changes in sentiment over time.