Table 1.

Examples of Key Insights Domain Experts Add to the Analysis of Social Media Data.

Insight	Example
Language	Referring to marijuana as the name of someone a person has allegedly killed to bolster their reputation
Emojis	The use of the clapping hands emoji () to reference shooting someone
Song lyrics	Knowledge of lyrics from nationally and locally known musical artists. Song lyrics may seem to have one meaning, if not registered as such
Behavioral/temporal cues	A user in an image “throwing up” or “throwing down” a hand gesture can alter meaning from support to disrespect
People	Recognizing a name being mentioned as someone who was recently killed
Neighborhood references	A user mentioned where a party was occurring by referencing a specific community landmark, unknown to people outside of the neighborhood
Gang/crew knowledge	Understanding the contentious relationship between two gangs and the actions were taken to cause the current strife