Data collected in the social media space is two-faced, insincere and duplicitous. In dealing with it, you have to look for the intent. You confirm that intent through the behavior. The problem is intent is not always obvious. You have to cast a much wider net, beyond the environment where the data is declared, so you can extrapolate and cross-reference. Search data is a good place to start because people search with intents, but it’s not always enough. You need to look at other data points to collect more intents and behaviors.