How to Scrape Social Media and Understand What's Gainingtraction in Your Space

In order to get to the behaviours, as I said, we got to 47 of them. We hired a TV documentary researcher to help me do this. She had her methodology, which is in the book exactly how she did it. So she would put extreme in front of a word, and then look and see what's going on. It wasn't just social media, you know, it was social media was the starting point, it was also the media in general. And I think actually one of the things we haven't talked about is, I think we're going to see more marginal behaviours coming to the mainstream.