25. The medium of claim 21 , wherein determining a level of social interest in the event based upon the set of mappings further comprises: determining a score by aggregating the mappings, the mappings weighted based on at least one weight determined based on the social media content item.
30. The medium of claim 25 wherein the at least one weight comprises an author-based weight having a numerical value based on a location associated with an author of the social media content item.