1. A method, comprising: performing, by one or more computing devices: collecting user-generated content entries from one or more social media data sources; classifying the user-generated content entries into categories based at least in part on an analysis of respective structured components of at least a subset of the entries, the structured components including data organized in a defined set of fields of respective data types; determining, based at least in part on a semantic analysis of unstructured components of the entries of a particular category, a set of representative user-generated content elements of the entries of the particular category comprising a set of frequent word combinations, the unstructured components including additional data of arbitrary length and not organized in the defined set of fields of the respective data types; generating a report that comprises one or more of the representative user-generated content elements of the set of representative user-generated content elements of the entries of the particular category; and generating, based at least in part on the report, a survey question in requesting additional feedback associated with a particular frequent word combination of the set of frequent word combinations.