A social media network is monitored for postings of a control group. The control group is a group of one or more individuals that posts on a particular topic. The postings of the control group may cover all the postings of each member of the control group for a period of time. A first relative social media score is calculated for the postings of the control group on the social media network. A social media score is calculated for a social media posting of a user or entity on the social media network. The relative social media score for the control group is compared to the social media score for the user or entity to see if there is a significant difference. If there is a significant difference, an agent in a contact center to is identified respond to the social media posting of the user or entity.