When it comes to smart social, research and insight are key parts of developing a master social strategy, campaign, and editorial strategy. This chapter takes into account why users flock to social media, including entertainment, education, and emotion, and it guides publishers through how to conduct research into six important areas in order to find insights that can feed into a social strategy. Commodity insights look into the author or book itself, company and competitor insights delve into the company and its competition, while the cultural, customer, and category insights look more closely at what is happening within the genre, how culture influences the content of social, and the customers themselves. This chapter takes insights from each area and contextualises them across top social platforms, showing how publishers can learn insights from each to create their own strategy.