Scoring Brands By Searching Social In Real-Time

Here's a combination of three things the advertising industry loves: search, social, and real-time. SinoTech Group has announced Buzz Equity, a real-time social media platform where brands can search for mentions across multiple social media websites for free. The purpose of Buzz Equity is to help brands understand their "online social value," which the tool calculates in real-time.

The score is determined by a combination of mention concentration, frequency, "passion" (i.e. - virality), reach, and sentiment. The tool then spits out a score. Check out the image below to see how SinoTech describes the process.

Buzz Equity was also designed to prevent brands from pumping up their own "online social value" by using what SinoTech calls the "voice" of the Web, which they claim eliminates biased opinions. The tool is said to include an "extensive list of social media sites" from both the West and Asia in order to provide a "global view of the brand."



5 comments about "Scoring Brands By Searching Social In Real-Time".
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  1. Steve Knezevich from eclipse advertising, April 10, 2013 at 6:23 p.m.

    Interesting idea. When will the website be up and running?

  2. Mathew McDougall from Digital Jungle, April 11, 2013 at 1:48 a.m.

    Hi Steve, I just checked the Buzz Equity site ( and can do a search ... seems to be working fine..


  3. Steve Knezevich from eclipse advertising, April 11, 2013 at 1:59 a.m.

    working for me now too, thanks! very cool site, it's like serving up instant relevance

  4. Kristen Berry-Owen from GolinHarris, April 11, 2013 at 6:04 p.m.

    Great idea, but once I search the company and try to dig deeper, I see some issues. For example, mentions are divided into positive, neutral and negative, but for the company I search, when I click on the negative mentions, they were actually all positive.

  5. Mathew McDougall from Digital Jungle, April 12, 2013 at 11:57 p.m.

    Hi Kristen,

    Thanks for checking out Buzz Equity. The SinoTech dev team is continuously fine turning the sentiment algorithms to ensure we can better at automatically categorisation.. this is a significant technical challenge trying to do this for all Brands in 3 languages (English, Chinese and Japanese) but one we have wanted to do. Please continue to suport our platform and feel free to reach out if you have additional ideas and suggestions We are providing this free to everyone so we can learn more about creating powerful social monitoring tools. Thanks again, Matt

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