Times you’re mentioned or tagged in comparison to competitors

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Purchases driven by a social media referral
Comments and questions your team responds to and how quickly you do so
But, numbers can be deceiving. One viral post or brand crisis can skew your numbers for a month (for better or worse), which could set unrealistic expectations for key performance indicators (KPIs) france b2b leads like impressions or engagements, if you don’t contextualize your data.

Qualitative data storytelling
Comparing data month-over-month or year-over-year is meaningless without the story behind the trends. This is where qualitative data comes in. Think of your quantitative data as the plot of your story, and your qualitative data as the details that help set the scene and provide context

For example, quantitative data may show a sharp increase in brand mentions, but qualitative data will tell you what they are saying. Are they raving about your products, or are they pointing out a serious customer service issue? If comment threads accumulate, what’s driving the discussion, and what’s the overall sentiment?

Social Listening tools like Sprout Social’s can analyze trends in brand discussions, and they’re particularly helpful if you see a major spike in conversations about your brand or an industry topic. This can tell you what people are talking about, audience sentiment trends and the most common keywords showing up in conversation.

Sprout's Social Listening dashboard, showing graphs for a mock company
You can also look at individual messages to identify what people mentioning you talk about the most. Those specific examples will help you craft a report that contextualizes your numbers and allows you to identify future opportunities.

Plus, Sprout’s integrations with business intelligence tools like Tableau help you combine social data with the rest of your market intelligence, so you can expand your data story’s impact.