System and method for brand management using social networks

A method for managing a brand using social networks, implemented at a server computer that includes at least one processor and program code stored in a memory and a message handling software module acting as a message bus, the server computer being adapted to connect to a data network, the method comprising:

• instantiating one or more of the following:
• one or more social network crawler software modules operating on the server computer;
• an analytics server software module operating on the server computer;
• a report generator software module operating on the server computer;
• a behavioral analysis engine software module operating on the server computer;
• and
• a recommendation engine operating on the server computer;
• registering a user with the server;
• providing at least one data element pertaining to a brand;
• providing one or more credentials enabling the social network crawler software modules to retrieve data relevant to the brand from one or more social networks using the credentials;
• upon retrieving content from at least one of the one or more social networks pertaining to the brand, analyzing, by the analytics server software module, the content pertaining to the brand to determine one or more indicia of content value specific to the brand among members of the social networks;
• obtaining, by the behavioral analysis engine software module, one or more content elements generated by a first member of the social networks;
• analyzing, by the behavioral analysis engine software module, the first member's social behavior in order to compute an indicia of an audience value of the first member;
• and
• generating, by the report generator software module, for the user one or more reports specific to the brand, the reports comprising at least the indicia of content value, the indicia of audience value, and at least one recommendation from the recommendation engine to assist the user in improving perception of or engagement with the brand by the members.

A computer-readable media having stored thereon computer-executable instructions that, when executed by one or more processors of a computing system, cause the computing system to instantiate the following:

• a server computer comprising program code stored in a memory and a message handling software module acting as a message bus, the server computer being adapted to connect to a data network;
• one or more social network crawler software modules operating on the server computer;
• an analytics server software module operating on the server computer;
• a report generator software module operating on the server computer;
• a behavioral analysis engine software module operating on the server computer;
• and
• a recommendation engine operating on the server computer;
• wherein a user registers with the server and provides at least one data element pertaining to a brand, and further provides one or more credentials enabling the social network crawler software modules to retrieve data relevant to the brand from one or more social networks using the credentials;
• wherein, upon retrieving content from at least one of the one or more social networks pertaining to the brand, the analytics server software module analyzes the content pertaining to the brand to determine one or more indicia of content value specific to the brand among members of the social networks;
• wherein the behavioral analysis engine software module obtains one or more content elements generated by a first member of the social networks and analyzes the first member's social behavior in order to compute an indicia of an audience value of the first member;
• and
• wherein the report generator software module provides to the user one or more reports specific to the brand, the reports comprising at least the indicia of content value, the indicia of audience value, and at least one recommendation from the recommendation engine to assist the user in improving perception of or engagement with the brand by the members.