This document discusses using social media sentiment analysis to analyze stock market movements. It provides a case study of analyzing sentiment about Research In Motion (RIM/Blackberry) on Twitter around announcements of executive resignations. It found spikes in negative sentiment before RIM's stock price declined and an unexpected positive sentiment shift shortly after the market opened as the price continued falling briefly. DataSift can aggregate social media data by location, time, author influence, and other categories to provide insights.