Using social media as a source of customer insight
it is imperative that marketers understand social media data, and the context in which theyemerge. This paper presents the SM-IQ framework, which considers the characteristics of the contentshared on social media platforms, and how it is produced, accessed and used. The usability and value ofthe framework is illustrated using Twitter conversations. The implications for the use of social media forcustomer insight are, then, discussed.