Looking at Social Media Chatter Around Green Mountain Coffee Roasters

This week

(SMA) takes a look at Green Mountain Coffee Roasters

, a specialty coffee roaster and maker of the Keurig single-serve brewing system. The market environment during the week of July 2 was pessimistic, with the S&P 500 index off 0.9% for the week, closing down 12.9 points on July 6 in reaction to economic data that showed

. Green Mountain's stock moved contrary to broader market trends, trading as much as 20% higher during the week and closing on July 6

on high volume. Green Mountain is a volatile stock with an active social media signature, covered twice previously on SMA's weekly focus, first in

after major product announcements from a possible competitor and again in

after a negative earnings report. Overall, Green Mountain is down about 45% for the year, with

, but may have formed a bottom as commentary emerged suggesting that

. As the week progressed, SMA's metrics provided initial indication and later confirmation of positive market sentiment developing. Starting on June 29,

moved firmly into positive territory, reaching 1.3 (Positive) in the pre-market of July 2, with the stock opening at $21.73 to begin the week. The stock gapped up at the open of July 3 to close at $22.48, a gain of 5.05% for the day. On the July 4 holiday, Green Mountain's S-Score was 1.28 (Positive) indicating continuing positive social media sentiment. The behavior of SMA's S-Score measures market trading sentiment and can provide actionable signals for upcoming price movement. In the pre-market of July 5, Green Mountain's S-Score dipped into neutral territory on low S-Volume, but this is typical behavior for many stocks on the first trading day after a holiday. The stock closed at $23.53 for a gain of 4.67%. On July 6, GMCR's S-Score moved sharply higher to 2.08 (High Positive), coincident with a spike up in S-Volume indicating unusual, active social media content. GMCR closed trading that day at $24.50, an additional gain of 4.12%, capping a sustained, week-long rally. Social Media data are noisy and complex. A single metric is insufficient to understand sentiment behavior over time. Our S-Factors are a family of metrics, including volatility, trend and volume measures, designed to provide a complete view of social media signature for each security tracked in SMA's databases. SMA's processing engine continuously updates our S-Factors, capturing overnight and pre-market sentiment activities. Clients receive sentiment reports prior to the U.S. market open and

for tracked stocks, on-demand. SMA invites the reader to visit the website; investigate the market sentiment metrics for Green Mountain and other stocks, industry sectors, and market indices; participate in the FAQ forum; and sign up for the

.