Social media is pervasive in today's society. Friends keep in contact throughout the day on social networks. Fans can follow their favorite celebrities and interact on blogs, micro-blogs, and the like. Such media are referred to as “social media,” which can be considered media primarily, but not exclusively, for social interaction, and which can use highly accessible and scalable communication techniques. Brands and products mentioned on such sites can reflect customers' interests and feedback.
Some technologies have been developed to analyze social media. For example, some systems allow users to discover their “influence scores” on various social media. An influence score is a metric to measure a user's impact in social media.