More than half-a-million tweets were generated during the first three days of Hurricane Sandy and well over 400,000 pictures were shared via Instagram. Last year, over one million tweets were generated every five minutes on the day that Japan was struck by a devastating earthquake and tsunami. Humanitarian organi-zations are ill-equipped to manage this volume and velocity of information. In fact, the lack of analysis of this "Big Data" has spawned all kinds of suppositions about the perceived value—or lack thereof—that social media holds for emer-gency response operations.