We’ve all seen it on TV. Coke is that white powder that ends up killing Coca-Colapeople who were once wonderful, beautiful people. It’s more officially known as cocaine.

There’s another coke as well. It’s that sweet bubbly dark brown beverage that far too many of us drink so much of that we end up getting diabetes. Ah yes, coca-cola, we love you.

Did you know, though, that there is still another dangerous form of coke? It’s a delicious greek treat filled with icing and topped with chocolate, and it also has the same side effects as coca-cola.

Why does this matter? Let’s say you’re conducting social media research on the topic of “coke.” Do you mean cocaine, coca-cola, or cream puffs, you ask? For these purposes, it doesn’t matter because you can’t tell what my tweet below was talking about anyways.

This coke is gonna kill me—
Annie Pettit (@LoveStats) February 20, 2012

So the question is this. Do you really think you know ALL of the ways in which a supposedly unique brand or product names is used? If so, think again. Your data quality depends on it.