Background: A new illness could first come to the public attention over social media before it is medically defined, formally documented or systematically studied. One example is a phenomenon known as breast implant illness (BII) that has been extensively discussed on social media, though vaguely defined in medical literature. Objectives: The objective of this study is to construct a data analysis pipeline to understand emerging illness using social media data, and to apply the pipeline to understand key attributes of BII. Methods: We conducted a pipeline of social media data analysis using Natural Language Processing (NLP) and topic modeling. We extracted mentions related to signs/symptoms, diseases/disorders and medical procedures using the Clinical Text Analysis and Knowledge Extraction System (cTAKES) from social media data. We mapped the mentions to standard medical concepts. We summarized mapped concepts to topics using Latent Dirichlet Allocation (LDA). Finally, we applied this pipeline to understand BII from several BII-dedicated social media sites. Results: Our pipeline identified topics related to toxicity, cancer and mental health issues that are highly associated with BII. Our pipeline also shows that cancers, autoimmune disorders and mental health problems are emerging concerns associated with breast implants based on social media discussions. The pipeline also identified mentions such as rupture, infection, pain and fatigue as common self-reported issues among the public, as well as toxicity from silicone implants. Conclusions: Our study could inspire future work studying the suggested symptoms and factors of BII. Our study provides the first analysis and derived knowledge of BII from social media using NLP techniques, and demonstrates the potential of using social media information to better understand similar emerging illnesses.