The document discusses the opportunities for using social media data like tags, activities, views, user profiles, social networks, locations and times to analyze semantic patterns in text and photos shared online. It notes that while this social media data can provide insights, it also contains "noisy" elements like photographer biases and incorrect information. The document also asks what social media is and defines it as online media published by individuals and organizations that encourages participation, curation, discussion and reuse of content.