If this is the case for random users, in the case of organizations, a growing number of companies are utilizing social media monitoring and analysis tools to derive actionable insights in support of their product marketing, consumer support, and new product development activities. One of industries with the highest spend on promotion directed towards children is the food industry, which spends $2 billion per year on promotions, especially for sugared cereals and high-calory snacks. (Reece et al., 1999)