At least 4.5 billion people worldwide were using social media in July 2021 – over double the number of users in 2015. When this is combined with other online information sources, that include online blogs, crowdsourcing platforms, search engines and video sharing solutions, the Internet comprises colossal volumes of consumer data. This pot of consumer information gold is bursting with real-world insights ripe to help improve patient care and guide business decisions. To leverage the benefits of social Real-World Evidence (RWE) and catch up with other industries already reaping the rewards of well-executed social intelligence practices, pharma companies must first recognise the value this data offers them and their stakeholders.