> ## Documentation Index
> Fetch the complete documentation index at: https://docs.surfacd.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Reputation

> Understand what AI platforms say about your brand, not just whether you appear.

Visibility tells you whether you're in the answer. Reputation tells you what the answer means. You can win the mention and still lose the sale if AI describes you poorly.

Reputation analyses the responses Surfacd already collects and surfaces the stories AI platforms tell about your brand: what they say, whether it's helping or hurting, and how you compare to competitors. There's nothing extra to set up.

<Note>
  Reputation is in beta and free to use while it is. If you don't see it in your project sidebar, contact [support@surfacd.com](mailto:support@surfacd.com).
</Note>

## Enabling Reputation

Reputation is switched on per project:

1. Open your project and click **Reputation** in the sidebar
2. Click **Enable reputation for free**

You'll need edit access to the project. Analysis begins with your next data collection, so insights appear once that run completes.

Shared links only include Reputation if the project has it enabled. Visitors on a shared link can't enable it or export data.

## Key Concepts

| Term            | Meaning                                                                                            |
| --------------- | -------------------------------------------------------------------------------------------------- |
| Narrative       | A recurring story AI tells about your brand ("praised for fast support", "criticised for pricing") |
| Theme           | A group of related narratives that share a topic, such as Pricing or Customer Support              |
| Sentiment       | Whether a mention is Positive, Neutral, or Negative towards the brand                              |
| Sentiment Score | A 0-100 score summarising sentiment across all mentions                                            |
| % of Responses  | The share of AI responses in which a narrative, theme, or brand appeared                           |
| Momentum        | Whether a narrative is growing, stable, or fading versus the previous period                       |
| Surfaced By     | Which AI platforms produced the mentions                                                           |

## The Sentiment Score

Every mention counts towards a single 0-100 score. Positive mentions push it up, negative mentions pull it down, and 50 means an even balance.

| Score  | Reads as      |
| ------ | ------------- |
| 80-100 | Very Positive |
| 60-79  | Positive      |
| 40-59  | Neutral       |
| 20-39  | Negative      |
| 0-19   | Very Negative |

## The Overview Tab

Your starting point each time you check in:

* **Sentiment** - how mentions split across positive, neutral, and negative, as a trend over time or a donut for the period
* **Sentiment Score** - your overall score, with the spread per AI model
* **Top Themes** - the most-mentioned themes this period, with a chart to plot them over time
* **Narratives** - the top narratives reinforcing the brand alongside those challenging it

## Filters

* **Brand** - all Reputation data is scoped to one brand at a time, defaulting to your primary brand
* **Date Range** - the period to analyse
* **Services** - focus on specific AI platforms

Every trend indicator compares your selected period against the previous period of the same length. If the previous period has no data, the indicator shows a dash.

## Going Deeper

* [Themes & Narratives](/docs/themes-narratives) - explore what AI is saying, story by story, with the evidence behind it
* [Reputation Insights](/docs/reputation-insights) - spot narratives on the move and compare how each platform tells your story
* [Competitor Reputation](/docs/reputation-competitors) - benchmark your sentiment and reach against competitors