Although a lot of social media content is textual, consumers are also using rich media types, including sound, video, and photos in their postings. So how does one extrapolate consumer sentiment from such sources? You can use basic keyword search or simple text analysis to analyze the metadata associated with such files, but more often than not, such data offers just a bare-bones, summary description of the file. Typically, it does not capture the intention of the author or what is going on in the photo.