The other Dark Social though is the fallibility of sentiment analysis and the question we have to ask is whether the 20% rule is at all appropriate now that people communicate in small bits of text rather than in blogs.

FORBES: Dark Social 2: How A Big Assumption of Social Media Is Just Plain Wrong

He added that the boom in technology and fashion blogs is fueling a desire for trend-based dressing, rather than focusing on luxury brands and logos.

WSJ: Asia Gravitates to Cheap Chic

Apple ( AAPL - news - people ) rather than mostly on their own initiative in the wake of a hot story? (Police read blogs and use iPhones just like everyone else.) Should it come out that Apple was the prime motivator of a raid on a journalist's house, expect considerable critical commentary for it being heavy-handed.

FORBES: Today In Tech

The data is provided by marketpsychdata, who track individual emotional sentiments (rather than just buzz) in a stock, across thousands of online publications (news, analyst reports, blogs).

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