Methods and apparatus for analysis of semi-structured social media are described. A method comprises classifying a plurality of user-generated content entries into a plurality of categories based at least in part on an analysis of respective structured components of at least a subset of the plurality of entries. The method further includes determining, based at least in part on an analysis of additional components of entries of a particular category, a set of representative content elements of entries of the particular category, and generating a report that comprises one or more representative content elements of the particular category.