Its a pricey (49K/yr) service that measures social media sentiment for a given stock. Apparently they have a pretty strong track record predicting earnings accuracy in all things consumer. You mentioned social media, ... never know. Be sweet if ya did.
CAKE is going to spike AH's tonight. They'll beat top and bottom. The play will be to short tomorrow at the open. Anything above $64.45 will work. Closed current position for a wash.