I find this article to be an excellent plain-language explanation of the importance of context when assessing these social relationships in a business environment. For instance if you are a product line manager, it is not enough to know that there are a high volume of conversations on your community. What you really need to know is what specific products or issues are experiencing the highest conversational volumes. Taking it a step further, additional context will help you uncover which individuals are the experts or go-to resources for specific products and areas of expertise. Contextual detail will also unearth primary recommenders and detractors. This type of context can not really be meaningfully derived from a static website, freeware forum or support portal. kudos MikeW, thanks for posting this. ... View more