Competitive Intelligence (CI) refers to the practice of studying competitors and competitive environments in aid of firms’ strategic decision making processes. Currently, CI is usually studied using business profile information and reports edited by CI professionals. The disadvantage of these methods is that they are prohibitively labor-intensive, produce incomplete results, and are subjective. The current CI trend is to collect competitor information from online data. Most of these studies base their analysis on a single news source. This lacks comprehensiveness because it only offers a narrow perspective on competitor information. In order to address these limitations, we propose an innovative framework to study competitors as well as the strengths and weaknesses of the firm from social media data using text mining techniques including information extraction and sentiment analysis