There's no question that social media intelligence is a priority. Without social media intelligence, how can anyone know what their customers think, who they like, and who they hate? But there's more to social media than meets the eye. Understanding the nature and trajectory of the cloud is a significant factor. It also enables additional primary and secondary business analyses. For example, the entertainment industry's social media intelligence might well focus on what people are saying about specific movies, television programs, and radio spots.