EVALUATING THE INFLUENCE OF OFFLINE ASSETS USING SOCIAL NETWORKING RESOURCES

摘要

Techniques are disclosed for using social networking resources to evaluate the influence of offline marketing assets. In certain embodiments data posted to a social network is analyzed to identify references to a particular marketer and/or a particular brand. Where such reference is identified, geographic location data associated with the posted data is stored in a database. As this location data is aggregated over a period of time, it can be cross-referenced with location data corresponding to offline marketing assets that belong to the particular marketer and/or that are otherwise associated with the particular brand. Offline marketing assets that geographically correspond to a cluster of social networking activity can be understood as wielding influence within social networks and being capable of generating valuable word-of-mouth.