A topical representative assessment system implements techniques for determining entities that are ambassadors for one or more topics. The ambassadors are determined based on content items that they have authored or content items that are otherwise attributed to them. An ambassador may be any type of entity such as a person, a company, or an organization. Machine analytics may be used to determine whether a content item corresponds to a specific topic, determine a sentiment for a content item, analyze feedback for a content item, or any combination of these.