This document discusses social data and how it can provide insights beyond what traditional social media monitoring allows. It notes that social data allows us to learn about relationships between consumers and how brands fit into those interactions. Social data provides a microscopic view of individual interactions and a macroscopic view of interactions at a network level. Currently, most social media monitoring focuses only on content, keywords, and channels. To fully understand the context and behaviors revealed in social data, new research frameworks and data mining tools are needed.