"While most of us think of Instagram as a social network or photo-sharing app, social scientists see it as "a participatory sensing system" because of the social and geospatial data generated by its 500 million users everyday. By ingesting that data and breaking it down by social activity (likes, comments, follows), location and other details, researchers can start to get a new level of insight into the relationship we all share with the places we inhabit". They are doing to study subcultures. How are you using the "data" from social media to improve and tailor your business offerings? https://news.fastcompany.com/scientists-are-using-your-instagrams-to-understand-cities-4013304