Methods and apparatus to estimate demographics of users employing social media

A method to estimate demographics of a user of social media, the method comprising:

• identifying, by executing an instruction with a processor, demographics of a subset of a panel that is associated with a media asset;
• detecting, by executing an instruction with the processor, a social media message that is transmitted over a computer network and that mentions the media asset, the social media message originated by or received by a user;
• and
• in response to the detecting, storing an association of the demographics with the user.

A system to estimate demographics of a user of social media, the method comprising:

• an identifier to identify, by executing an instruction with a processor, demographics of a subset of a panel that is associated with a media asset;
• a detector to detect, by executing an instruction with the processor, a social media message that is transmitted over a computer network and that mentions the media asset, the social media message originated by or received by a user;
• and
• an association storer to, in response to the detecting, store an association of the demographics with the user.

A tangible computer readable storage medium comprising instructions that, when executed, cause a processor to at least:

• identify, by executing an instruction with a processor, demographics of a subset of a panel that is associated with a media asset;
• detect, by executing an instruction with the processor, a social media message that is transmitted over a computer network and that mentions the media asset, the social media message originated by or received by a user;
• and
• in response to the detecting, store an association of the demographics with the user.