Adele Botha, a project manager in the Information Communication and Technology for Rural Education Development (ICT4RED) initiative in South Africa, pondered on what to do with the Twitter and Whatsapp data that had been secured over the course of the study. The data consisted of communication between people at the implementation sites and management of the ICT4RED initiative in the city of Pretoria. Although the results of the first instance of content analysis of the managerial communications was rich and relevant, Adele was not convinced that the time-intensive content analysis procedure done by herself and her team really added enough value to justify the effort.