Computer software which facilitates online services for social networking by building social networking applications and for allowing data retrieval, upload, download, access and management; computer software for tracking, filtering, automating, managing, searching, and interacting with social media platforms; computer software, namely, software for electronic devices, mobile devices, portable electronic devices, smart phones, cellular phones, tablet computers, electronic book readers, computers, set-top boxes, interactive televisions and game consoles, for viewing, categorizing, searching, rating, sharing, sorting, and ranking web-based content on level of attention, popularity, relevance, trend, and preference using scored metadata generated from message analytics determined using various natural language processing (NLP) techniques; downloadable computer software, namely, software to track user activity, measure and test user affinity for material and content, and capture and report on data submitted by users using scored metadata generated from message analytics determined using various natural language processing (NLP) techniques