The technological principles of using content from Internet media and social networks to evaluate social phenomena, socially significant events, and social opinion is presented. These principles include new methods of identifying and evaluating information sources, presenting the semantics of documents as a Directed Weighted Network of Terms, allowing implementation search procedures using signs of closeness to the semantics of text messages. The above technological tools are integrated based on microservice architecture for the implementation of a system for evaluating the effectiveness of public opinion. The developed system is part of a single analytical and expert environment based on the concept of the Information and Analytical Situation Center (IASC) of the World Data Center .Geoinformatics and Sustainable Development., and it is used to solve tasks of intelligent data analysis.