The trend toward connecting social media activity with entertainment marketing continues, as a new website and measurement service called Fizziology has expanded its content offering.

The Hollywood-based company claims to be the “first and only chart to measure the world of entertainment using the world of online conversation.” Starting Thursday, Fizziolo.gy's (that’s the official quirky spelling) chart of everything entertainment -- the Weekly Fizz10 -- will be available at www.fizziolo.gy along with custom research, tracking and analysis for advertisers, studios, networks and content creators.
Fizziolo.gy turns the millions of opinions expressed on entertainment products via Facebook, Twitter, and other social networks, into trackable, scored data. So for the past week Zombieland was the loudest and most passionate entertainment property on social networks, followed by other movies including one that’s not even out. New Moon, the latest Twilight installment, tracks number four on the Fizz 10 even though it’s more than a month from release.

Mentions are measured by volume and analyzed to determine sentiment by trained social media analysts. Fizziolo.gy uses people rather than algorithms or automated keywords because it believes social chatter -- especially in regard to entertainment -- can be impossible for computers to interpret. A “SICK movie!" can be positive or negative based on context. The company is betting that the combination of volume and sentiment creates a unique scoring system for entertainment properties to be compared, ranked and tracked over time.

"It's the world's biggest, fastest, most honest focus group," says Ben Carlson, co-creator of Fizziolo.gy. "People have been trying to use social media to promote. But what they should really do is listen. All of these online conversations are impacting entertainment. Fizziolo.gy can help marketers, content creators and other entertainment decision-makers understand what everyone is talking about -- spotting challenges and opportunities. And then doing something about them."

Fizziolo.gy is the brainchild of Bradley and Montgomery (BaM), an independent advertising agency. After using social media to launch successful online campaigns for Microsoft, MTV and VH1, BaM realized there was a need to translate individual opinions into data that can be measured, tracked and analyzed in real time. Fizziolo.gy has launched  with current theatrical movie releases, but will grow to track hundreds of entertainment properties and people from the worlds of movies, video games, music and TV. The Weekly Fizz10 chart is free to the public. Custom research tracking and analysis is available for advertisers, studios, networks and content creators.

The company’s analysis and movie hype is distinctly teen for now. For example the Fizz10 analysis said “Whip It!" created more chatter than box office, but that may be more telling of the chattiness of its target audience than true support – it had a high neutral/mixed score of 25%. The real story of the week is "Paranormal Activity." The little $15k movie created bigger buzz than the big boys through its innovative marketing strategy. Sold out midnight-only screenings became cultural events and social media became a campaign to bring the movie to new markets. Looking ahead, online chatter is predictably loud for "Twilight Saga: New Moon" but also surprisingly loud for "Where The Wild Things Are." Will audience excitement and expectations for WTWTA be met by Spike Jonze's movie?”

“The social media audience is certainly changing,” says Carlson. “Facebook states that the fastest growing demographic is 35 and older. So while the results do reflect the demographic most likely to talk in social media, we don’t believe that social media is just for teens any more.”

The Top 10 Fizz will be joined by other “peeks behind the curtain” into the company’s data over the next few weeks.