New generation of Web technology depends on the meanings of the Web content and unstructured data. Semantic Web aims computers to understand the data like human, instead of counting the frequencies of the words or detecting keywords. Therefore, the socio-technical studies, which make sense of Web content have an attention in informatics analytics.

This research aims to understand top Turkish brands’ online happiness. A social informatics analytics study is done by using Turkish Happiness Index which includes valence scores of Turkish words. The top 8 brands’ unstructured data are analytically measured and compared. Selected brands are in the list of the Brand Finance’s 2018 top Turkish brands within textile, telecom, airlines, banking sectors.  Happiness levels of these companies on social media platforms are determined. The happiness of the happiest brands’ campaigns is also measured. Future research will be focused on positive design in order to implement a software managing the individual and crowd customer well-being.