Net Promoter company Satmetrix has announced the launch of new social media sentiment tool SparkScore.

The free website uses loyalty metric Net Promoter Score (NPS) to benchmark brands’ social media sentiment in three industries – airlines; computer and laptops; hotels and motels – with more expected to be added at a later date.

Users of the initial standalone site can check their social NPS on a weekly basis and analyse alongside others in their industry.

Satmetrix also intends to integrate SparkScore into the company’s Net Promoter software in the Cloud and customer experience management solutions. This will allow companies to identify and connect with detractors, promoters and influencers who are active in social media, said the firm.

Richard Owen, CEO of Satmetrix, said: “All of the unsolicited, unstructured sentiment floating around the social web perfectly complements the structured and solicited survey feedback that has long been the core of voice of the customer programs. Until now, nobody has been able to measure social media brand sentiment and capitalise on this critical connection through their customer experience strategy.

“With Satmetrix SparkScore, our customers now have a 360 degree view of the customer experience that classifies social media comments not just as positive or negative, but as detractor, passive or promoter, and empowers them with actionable insights to mobilise Promoters, recover Detractors and drive business results.”