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Second, our technology can discern the nature of the post, as opposed to just the fact that a a keyword was used in a tweet. Again, unless the contest indicated the user had to BOTH use a keyword and say something positive, the system would not be fooled.
Finally... it's worth pointing out that our enabling technology is far less susceptible to this kind of gaming than other approaches. Once the algorithm "learns" the numerical pattern that defines each theme in the conversation, it checks every single items to classify it in one or the other. That's in contrast to every other system we know of, which infers the breakdown of the "forest" from a limited sample of the "trees" which is drawn at random and assumed to be representative.