Social media provides us with a rich source of information about people - our friends, our customers, everyone. Up until recently, large data volumes had to be 'scrubbed' down to work within our analysis capabilities - well no longer.
Mark Redgrave's recent blog post on Radian6, Do your Scrubbing in the Shower, highligts how you can keep the real human element in the data and thus not lose a key component of the social media content stream.