A good monitoring report should answer three things quickly: what happened, how significant it is, and what — if anything — needs a response.

Start with the sentiment breakdown to get a sense of overall tone, then scan flagged items for anything marked urgent or high-risk. Compare volume and tone against your usual baseline rather than in isolation — a spike only matters relative to what’s normal for your brand.

Finally, treat the report as a starting point for a conversation with your communications team, not a finished conclusion on its own.