Social Media Listening Report - Pendulum, LLC ? Social Media Listening Report Provided to Company

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Social Media Listening Report Provided to Company D April 1, 2013 MONITORING PERIODS Q2 2012 (April 1 June 30, 2012) Q3 2012 (July 1 September 30, 2012) Q4 2012 (October 1 December 31, 2012) Q1 2013 (January 1 March 31, 2013) Scylla | Social Media Listening Report | Company D Page 1 Scope of Report Type of Monitoring: Snapshot Assets Monitored: See Appendix A Total Monitoring Period: April 1, 2012 May 31, 2013 Media Monitored: Standard Social Profile Active Alerts: None Understanding the Report The Scylla Social Media Listening Report is a new way to harness the power of listening to conversations on social media networks and the web as an additional way of managing risk. This customized report allows your organization to monitor activities and conversations around your insured assets occurring during the Monitoring Period identified above. Through advanced technology, Scylla is able to scrape the web and social networks collecting data according to specified queries created for your company. This report is a summary of millions of postings on all types of social media. Only those conversations related to your assets are analyzed. The asset specific conversation is categorized by sentiment. Sentiment analysis is a system for determining the sentiment of a sentence or phrase. Sentiment refers to the thought or mood of a post and can be positive, neutral or negative. Sentiment does not measure the factual accuracy of the posting, only the mood or thought as related to the monitored asset. In addition, the Scylla Social Media Listening Report provides you insight into both where the conversations are occurring (i.e. Facebook, Twitter, blogs or review sites) and the volume of activity around your asset. Finally, where relevant, Scylla analysts include granular level detail of specific posts for your review. The Social Media Listening Report has limitations. Only publicly available information is included. Privacy rules prevent Scylla from obtaining information in violation of a users privacy settings. In addition, the process of sentiment coding is an evolving science. From time to time, posts are incorrectly coded as to sentiment. We expect this to occur infrequently, but where sentiment is of particular concern, we suggest a live session on the Scylla Dashboard with one of our analysts. With the Scylla Dashboard, we can review data in real time to obtain the most accurate information available. Scylla | Social Media Listening Report | Company D Page 2 Total Asset Activity and Sentiment Trend Social media activity around the monitored assets, sorted by sentiment, during the monitoring period. Negative sentiment spikes suggest an adverse event and require additional investigation. Q2 2012 (April 1 June 30, 2012) Q3 2012 (July 1 September 30, 2012) Scylla | Social Media Listening Report | Company D Page 3 Q4 2012 (October 1 December 31, 2012) Q1 2013 (January 1 March 31, 2013) Scylla | Social Media Listening Report | Company D Page 4 Conversation Sentiment Summary Sentiment summary of all conversations occurring during the monitoring period and including the names of any monitored asset. Q2 2012 (April 1 June 30, 2012) Q3 2012 (July 1 September 30, 2012) Scylla | Social Media Listening Report | Company D Page 5 Q4 2012 (October 1 December 31, 2012) Q1 2013 (January 1 March 31, 2013) Scylla | Social Media Listening Report | Company D Page 6 Company Ds Activity and Sentiment Compared to Competitors Sentiment Q2 2012 (April 1 June 30, 2012) Q3 2012 (July 1 September 30, 2012) Scylla | Social Media Listening Report | Company D Page 7 Q4 2012 (October 1 December 31, 2012) Q1 2013 (January 1 March 31, 2013) Scylla | Social Media Listening Report | Company D Page 8 Media Type Media Type for all conversations regarding all monitored assets during monitoring period. Q2 2012 (April 1 June 30, 2012) Q3 2012 (July 1 September 30, 2012) Scylla | Social Media Listening Report | Company D Page 9 Q4 2012 (October 1 December 31, 2012) Q1 2013 (January 1 March 31, 2013) Scylla | Social Media Listening Report | Company D Page 10 Conversation Detail Conversation details identified as actionable and sufficiently detailed by analysts with long term care clinical, legal and operations knowledge occurring during the monitoring period. Positive and negative conversations are indicated as such by the thumbs up or thumbs down sentiment. Q2 2012: April 1 June 30, 2012 (The Terrace at Priceville) Q2 2012: April 1 June 30, 2012 (LaRocca Nursing Home) Q3 2012: July 1 September 30, 2012 (Atlantic Shores) Scylla | Social Media Listening Report | Company D Page 11 Q4 2012: October 1 December 31, 2012 (Cape Winds Rest Home) Q1 2013: January 1 March 31, 2013 (Erwin Health Care Center) Scylla | Social Media Listening Report | Company D Page A1 Appendix A Monitored Assets Facility Address City State Zip Scylla | Social Media Listening Report | Company D Page B1 Appendix B Media Type Definitions Blogs/Comments A blog can often be part of a traditional website or stand on its own. Blog posts vary in length and topic but are a great place for people to start extended discussions around individual subjects. Comments on blogs are how the community can interact with the blogger. Videos Think of YouTube as one of the main examples for the video media type. Video is a great place for people to get away from the written word and put a face, voice or image to their content. Images Just like video, images posted on sites like Flickr allow you to interact and reach people in more visual, non-text-based ways. Mainstream News Think of sites like Huffingtonpost.com or CNN.com. These are segments of mainstream news outlets that allow a community to interact with them through actions such as commenting on the news stories. Micromedia Includes social networks such as Twitter and Friendfeed, which support short-form communication and link sharing among a large audience. Forums/Forum Replies Forums include threaded discussions on specific topics that may require membership to comment. Theyre very specific, gated communities that can be great for back and forth Q&A-style interactions between the community. Facebook/Myspace These are very unique communities that are built around the foundational concept of maintaining individual social networks. Buy/Sell This media classification refers to sites that have a focus of selling a product or service mostly by advertisements or even listing. Aggregator A site that pulls content from another site and reproduces it on its site word-for-word with or without giving credit. Coates, Genevieve. "Radian6 Media Types Medley."Radian6 Blog. Radian6, 19 01 2011. Web. 7 Jun. 2012. .