Which KPI best indicates sentiment among fans?

• A. Sentiment
• B. Reach
• C. Impressions
• D. ROI

Answer: (A)

Measuring how fans feel about a team or event is about sentiment analysis. This KPI uses social listening and language analysis to categorize conversations as positive, neutral, or negative, giving you a direct read on fans’ emotions and attitudes. Because it specifically captures the emotional tone of fan conversations, it shows whether your messaging, performances, or experiences are resonating in a positive way or raising concerns, which is exactly what sentiment aims to gauge.

Reach and impressions, by contrast, measure exposure—how many people see content and how broadly it travels—not how fans feel about it. ROI focuses on financial return rather than emotional response, so it doesn’t directly reflect sentiment.