A Cloud-Based Tool for Brand Monitoring in Social Networks

The rapid growth of World Wide Web and new communications platforms, such as blogs and social media, allows users to play an active role in the web. Nowadays, these platforms have evolved in a new media, to discover what is happening anytime and anywhere. Recently, several companies have understood the benefits provided by social media´s content analysis. Enterprises can now have a valid insight for monitoring what users think about their brand, products or advertisements. In this paper, we propose a cloud-based tool for brand monitoring in social media, namely Social Brand Monitoring (SBM). We compute the polarity of the sentiment associated to users´ contents, proposing a simple algorithm to quantify the popularity of a user and how the sentiment changes according to the user´s popularity, namely the user influence. Our brand monitoring tool can help enterprises in improving their efficiency and effectiveness in satisfying the customers´ needs and expectations.