When we talk about Consumer Happiness, or “social sentiment”, we are talking about mentions of brands that contain words or phrases that are either positive or negative in nature.
Example: “I love my new iPhone” would be considered a positive tweet about iPhone and therefore be mapped back to Apple ($AAPL.)
We have a huge, proprietary universe of keywords and phrases. Some are scored more highly positive than others.
Example: “I love the new iPhone I just bought.“ would be considered a positive tweet and be scored more positive than the previous example because it contains multiple positive indications, including an indication of purchase (which is always scored very highly).
The mention is scored as a whole, so multiple sentiment keywords and phrases are considered in the final tally for the mention. We score both positive and negatively.
Example: “I love my iPhone but hate that it always drops calls” would be considered a negative tweet because its negative sentiment phrases have a higher weight than its positive keyword scores.
Consumer Happiness data is available through the LikeFolio API.