WHAT BIG DATA CHANGE HOW YOU USE SOCIAL MEDIA
WHAT BIG DATA CHANGE HOW YOU USE SOCIAL MEDIA
For marketers and
other companies that are heavily involved in data, keeping up with the latest
trends is necessary to ensure maximum efficiency and profits.
Big data is
undoubtedly going to be a major point of focus in the coming years. Big data
and social media are a match made in heaven for companies but
what does that mean for the average consumer?
What exactly is big data?
Anyone who is confused
by this term should simply look at the name for an answer. Big data is exactly
what it sounds like: massive volumes of data.
Businesses are
concerned with big data because it requires new methods of interaction. Every
part of the process including collecting, storing, and analyzing requires a new
approach. There are three main things to consider whenever big data is
concerned:
· Volume: There are huge amounts of data to be
collected.
· Variety: Structured and unstructured data has
to be considered.
Social media is important for both businesses and people
While big data is
concerned with all kinds of sources, it is estimated that the majority of it
comes from unstructured sources. As one might imagine, social media constitutes
perhaps the biggest source of unstructured sources for big data.Likes, tweets,
views, comments, favorites, and everything else that users can do and interact
with in any social media platform can be collected and analyzed by interested
parties.
In the digital age,
social media is important for any business. Maintaining a presence on platforms
like Facebook and Twitter is essential because it allows people to interact
with the company on a seemingly personal level which aids businesses across
multiple fronts.
It is also important
for the average consumer. Facebook alone boasts 2 billion monthly users, about
26% of the world’s entire population. It is vital then to consider that big
data from social media can arrive in an incredible number of forms. http://starisales.com/Account
Social media
interactions will play a vital role
Imagine the following
scenario. You wish to purchase a new life insurance policy and you start
shopping around at all the usual companies, asking some questions and answer a
lot more in return.
Then, they enter your
name in their system and reject you, despite the fact that you thought of
yourself as a very viable candidate with a steady job, a good medical history,
and everything else that might make you appealing in their eyes.
The reason why you
were rejected, however, was not as obvious. It was because every weekend you
post on Facebook about getting drunk. You upload Instagram pictures of your
favorite junk food weekly. There are no records of you ever been on a gym or a
fitness platform of any kind.That kind of information might seem like a massive
invasion to privacy but many of the things you upload online are part of public
record. While you can certainly change some of your settings to private, the
cold hard truth is that the Internet is not only forever but also painfully
transparent.
In a few years, laws
may well exist that will allow companies to peer into your social media and
your Internet usage in order to gauge your viability for anything from life
insurance to a mortgage and everything in-between.
Companies will find new ways to make sense of big data
Right now, big data
and machine learning AI are two parts of technology which are still very much
evolving. Businesses have already found ways of interacting with big data but
this is merely the beginning.
For instance, a
marketing business which is focused on promoting new brands and people may
utilize a machine learning algorithm that allows it to collect data from people
who match certain characteristics.
Elisa Chan, Marketing
Director of Macquarie Cloud Services –
an Australian based hybrid IT and data center operations business told us big
data helps her team make better advertising decisions, such as what content to
post, when to post it and how to promote viral growth.
A colleague of mine
once said that capturing a good photo is all about being at the right place, at
the right time and I will say the same applies to social media, it’s all about
capturing the audience with the right content at the right time – how do we
know what this content and timing is? It all comes from a lot of unstructured data
about our audience we’ve collected and analyzed through time, Chan said.Then, with the assistance of AI technology, they will
be able to analyze data from hundreds of thousands of users in order to come up
with a campaign that will have laser-precision focus, a very specific reach,
and a fantastic chance of reaching the target audience and appealing to its
tastes.
There has been no
other time where user habits, wants, and needs could be so excessively
collected and analyzed in such excruciating detail. New pathways have been
opened up for businesses that require access to large amounts of data in every
part of the process.
Users must learn to use social media safely
The average consumer
has little to no idea about big data or how advertising and marketing companies
gather and use their information. Lawmakers and businesses should make user
education a top priority in order to avoid challenging situations in the future.
For example, users may
not understand that whatever they post on Facebook may be used by advertisers
in order to learn about their habits for targeted ads.
Such processes should
be clearly explained so that users are conscious of what is happening when they
use social media. Otherwise, future processes that will be far more automated
and will collect even more data may be seen as deceitful. http://starisales.com/Account
Comments
Post a Comment