Part 1. Data identification. 1, Looking for data in all the right places. 2, Separating the wheat from the chaff. 3, Whose comments are we interested in?. 4, Timing is everything. 5, Social data: where and why -- Part 2. Data analysis. 6, The right tool for the right job. 7, Reading tea leaves: discovering themes, topics, or trends. 8, Fishing in a fast-flowing river. 9, If you don't know what you want, you just may find it!: Ad Hoc exploration. 10, Rivers run deep: deep analysis. 11, The enterprise social network -- Part 3. Information interpretation. 12, Murphy was right! The art of what could go wrong. 13, Visualization as an aid to analytics.