Objects are then linked to one another in various ways to create hierarchical relationships, allowing for benchmarking and accurate comparisons (image 2).

For example, the mention of the product ‘Foundation’ also counts as a mention of ‘Face Products,’ since foundation is a face product and thus ‘rolls into’ (or is included in) the broader category ‘Face Products’. Aside from recording and categorizing each of the keywords mentioned in this post, Social Standards’ platform also analyzes which terms are being used alongside one another. In this case, Estee Lauder’s Double Wear Foundation is being discussed as providing breathable, comfortable coverage with a lightweight appearance.