Abstract: Certain example embodiments described herein relate to techniques for determining the effectiveness of social media content posted to a particular network location. An example technique includes receiving a set of social media content records posted to a network location and one or more user reaction records posted in response to the social media content record, associating at least one emotion token with each received user reaction record, assigning at least one emotion category to each social media content record, obtaining one or more engagement metrics for each social media content record, and determining a relationship between at least one engagement metric and at least one emotion category based upon the obtained one or more engagement metrics and the assigned at least one emotion category of respective social media content records in the set.

Abstract: Disclosed are platforms, systems, media, and methods for implementing a methodological framework for automatically categorizing and summarizing emotions expressed in social chatter by using a “knowledge base” of emotional words/phrases as an input to define a distance metric between conversations and conducting hierarchical clustering based on the distance metric.