Nielsen TV Ratings on Facebook?

I heard a news item on Marketplace last night (http://www.marketplace.org/2016/01/20/world/media-ratings-agency-pushes-new-ground) about Nielsen scanning Facebook and other social media for mention of TV shows. I immediately wondered how sophisticated their algorithms were and whether my mention of the Big Bang Theory in other contexts might add to the show’s already gargantuan ratings. Not that I’d mind.