This document discusses social media netnography, which involves tapping into online conversations to gather insights. It outlines the process of traditional research compared to netnography. Netnography uses text analytics to extract terms and categorize them to analyze sentiment, emotions, and trends. Insights can be generated about target groups, brands, products, and customer experience. The document provides an example analysis of online conversations about seizure medications, highlighting strengths and weaknesses of different brands. It notes that social media netnography requires time and iteration to analyze conversations and should be used to complement traditional research methods.