  Companies and financial investors are paying increasing attention to social
consciousness in developing their corporate strategies and making investment
decisions to support a sustainable economy for the future. Public discussion on
incidents and events -- controversies -- of companies can provide valuable
insights on how well the company operates with regards to social consciousness
and indicate the company's overall operational capability. However, there are
challenges in evaluating the degree of a company's social consciousness and
environmental sustainability due to the lack of systematic data. We introduce a
system that utilizes Twitter data to detect and monitor controversial events
and show their impact on market volatility. In our study, controversial events
are identified from clustered tweets that share the same 5W terms and sentiment
polarities of these clusters. Credible news links inside the event tweets are
used to validate the truth of the event. A case study on the Starbucks
Philadelphia arrests shows that this method can provide the desired
functionality.
