Evaluating the influence of offline assets using social networking resources

A computer program product encoded with instructions that, when executed by one or more processors, causes a process to be carried out, the process comprising:

• analyzing an interaction between a social networking server and a social network subscriber;
• where the interaction (a) mentions an evaluated entity and (b) includes location data corresponding to a geographical location associated with the interaction, allocating the geographical location to either a target region or a control region, wherein the target region encompasses an offline asset associated with the evaluated entity;
• and
• displaying a comparison of the target region and the control region, wherein the comparison is expressed in terms of a mention rate.

A computer-implemented method comprising:

• identifying a plurality of interactions between a social networking server and a plurality of social network subscribers, wherein each of the interactions includes reference to an evaluated entity and location data;
• defining a target region that encompasses an offline asset associated with the evaluated entity, wherein a first subset of the plurality of interactions includes location data specifying points within the target region;
• defining a control region that does not encompass the offline asset, wherein a second subset of the plurality of interactions includes reference to specifying points within the control region;
• and
• displaying a comparison of the first and second subsets of the plurality of interactions.