Abstract: A system obtains and/or receives input data that tags/mentions an entity from a social media platform. The system transforms the input data for a reward analysis, including parsing a payload from the social media platform to extract a social media user name, the tag, the mention, or a combination thereof, mapping the social media user name to a reward program participant having addressable user information, and populating a plurality of database tables with media objects and media metadata from the social media platform and a mapping between the social media user name and the reward program participant. The system analyzes the plurality of database tables against trigger points defined in a reward structure associated with the entity and determines whether the reward program participant is eligible for a reward. If so, the system automatically delivers the reward to the reward program participant using the addressable user information.