Method and apparatus are provided for determining an effect of characteristics of a first message on interaction with the first message over an electronically meditated forum. The first message may be posted to the electronically mediated forum to provide a first posted message. The first posted message includes characteristics. The electronically mediated forum may be monitored to detect at least one instance of interaction with the first posted message. Interaction data may be extracted. Interaction data may include data describing at least one interaction the first posted message. The interaction data may be analyzed to determine the effect of the characteristics of the first posted message on the interaction(s) with the first posted message to provide determined effect data.