Techniques for determining an advocacy metric for a particular person are described. User generated content (UGC) authored by the particular person may be received. Each of the plurality of UGC items may be associated with the particular person's opinion of a respective particular one of the plurality of goods or services. An advocacy metric, indicative of a degree of advocacy for the particular person, for the plurality of goods or services, may be determined for the particular person based on the plurality of UGC items.
DETERMINING ADVOCACY METRICS BASED ON USER GENERATED CONTENT