WeKnowIt project targets to extract knowledge at different levels (such as trend detection in mass intelligence) to support specific tasks like decision making in emergencies or recommendations in its commercial application. It has its own social platform and network with its own users and content. Among its main goals is to change the way information is shared between masses of people, offering an integrated approach ready to cover a variety of human life aspects, both personal (e.g. entertainment and vacation time), as well as community related (e.g. handling of emergencies).