US Patent 8676875 Social media measurement

A system and method is disclosed for measuring social media. A social media measurement tool is configured to receive or otherwise determine a keyword for evaluation. The tool identifies directly relevant content on one or more social media platforms, where the directly relevant content includes the received keyword. The tool then identifies relevant downstream content on the one or more social media platforms by identifying content that is relevant to the directly relevant content. The system uses the identified content to calculate respective values for one or more metrics for the keyword.