Social Media, Big Data

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A presentation to SoundBoard Marketing/Social Media Conference on Big Data and Social Media.

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Social Media, Big Data

  1. 1. https://www.flickr.com/photos/mugley/2884904312 Getting Strategic About How Big Data Impacts Your Social Media Getting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurl
  2. 2.  Where we are  Some terminology bits – different kinds of data (big data, metadata, open data, etc.), analytics, social listening  4 V’s of Big Data  Big Data concerns (Addressing the elephant in the room - NSA)  Analytics in Social Media & Big Data  Tips & Tools to develop your plan  Data can be fun! Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  3. 3.  We are moving towards a mobile and more visual society  We leave digital trails wherever we go: sometimes these are markers (cookies, search history, GPS, bank transactions, receipts, etc.), created by machines; other times it is content that we create (posts on social media, Amazon reviews, etc.) or others create about us. Sometimes both! Check-ins at foursquare are both markers and content.  In other words, metadata. Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  4. 4.  How much data? The internet in realtime – 5/28/2014 4:30PM http://pennystocks.la/internet-in-real-time/ Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  5. 5.  large amounts of information spread across many different resources and formats to build relationships and stories on the fly – the story of each of us, or as a group, a demographic  Databases house the data (even Facebook has databases behind it)  Open data is data that anyone can access – public records, etc Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Another way to look at this… Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl Wolfram Alpha Facebook Report
  6. 6. Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl Graphic / Robin Fay 2014
  7. 7. Looking at from the variety and volume quadrants where the heart of our data lives… Looking at from the variety and volume quadrants where the heart of our data lives… Graphic / Robin Fay 2014
  8. 8. When you upload a file to any social media site, you start creating metadata. Metadata, is simply data about data. Your camera/phone creates metadata, too, embedding it directly into the file, things like location (GPS/ geolocation / GIS), dates (temporal metadata,) file names, size, etc. Whether or not it is used by the site is up to the individual site. This embedded metadata is called EXIF (learn more about it at photometadata.org) You also create metadata when you blog, post to Facebook, tweet, tag a person (or place), or well.. any content you create on the web. Search engines use this data. Good content + good metadata practices + good web practices = SEO ! Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media
  9. 9. Focusing in on the metadata aspect… Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media An image file (jpg) with a file name (structural metadata: think architectural) We upload and describe it (descriptive metadata) telling what it is in a textual blurb (free text) ; choose tags, categories, subjects, and/or hashtags (descriptive), and who it belongs to, its provenance (administrative metadata, specifically rights: copyright and DRM fit here).  File format  Description  Time/Place  Who owns  File format  Description  Time/Place  Who owns Good metadata is good for google, bing, facebook, twitter, your company … well, everybody. We can also utilize these hashtags for marketing, analyzing trends, and more! Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  10. 10. Metadata: Web Designers do it (it’s part of SEO) Metadata for a website is either created by the user when building the website or hand- coded into the HTML. Some search engines use these keywords to varying degrees. Hint> View Source Code (Right Click) View Page Source Metadata for a website is either created by the user when building the website or hand- coded into the HTML. Some search engines use these keywords to varying degrees. Hint> View Source Code (Right Click) View Page Source Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  11. 11. Metadata: Microsoft does it too Microsoft has been adding metadata to the its documents for years; often based upon which user created the document. Newer versions allow this information to be changed more easily. PDF creators also allow the creation and editing of metadata. Microsoft has been adding metadata to the its documents for years; often based upon which user created the document. Newer versions allow this information to be changed more easily. PDF creators also allow the creation and editing of metadata. Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  12. 12. Our MP3s players and devices both create and sync metadata Our MP3s players and devices both create and sync metadata Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Graphic / Robin Fay 2014 Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  13. 13. AdministrativeAdministrative DescriptiveDescriptive StructuralStructural DescriptionDescription Administrative / Rights Administrative / Rights Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl Flickr
  14. 14. Metadata: What about search? It's all metadata. You can't find what's not there. Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  15. 15. Semantic web and the social web • Social media/social networking/social web o Content created by users o Metadata frequently created by users in the form of assigning rights (creative commons such as at flickr), assigning metadata (tags, description) and more. o read/write web • Semantic web, aka Web 3.0 o Focus on data and harvesting o Machine driven; rules based o Relies on structure o Portal/personal web o Early early stages Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media How can we use this for marketing? How can we use this for marketing? Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  16. 16. Semantic web and the social web Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  17. 17. Semantic web and the social web • Real time response • Crisis management • Engagement • Marketing/Selling • Building expertise • Establishing credibility • Good customer service • Early early stages Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  18. 18. Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  19. 19. Pinterest – Image oriented – think product highlights, contests, quotes with photos, etc. Watermark original content - no.4 in the US! (https://www.watermark.ws/) Hashtags are still being used Instagram – Images – primarily mobile; has its own language – make sure to use top hashtags if applicable http://toptrendingtopicsnow.com/ http://www.tagsforlikes.com/ Hootsuite useful for monitoring Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media  Calendar/Schedule  Topic list  Stay aware of trends  Cohesion  Not all sites work for all  Be where and when your community is  Watermark  Tag / Hashtag  Monitor/listen  Calendar/Schedule  Topic list  Stay aware of trends  Cohesion  Not all sites work for all  Be where and when your community is  Watermark  Tag / Hashtag  Monitor/listen Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  20. 20. Facebook still on top but engagement is down – images do best ; #hashtag and tag ; unique content; contests; may want to pay to boost post; ad for page not as successful (spam likes) Use facebook schedule tool Twitter – does well for some and can drive traffic back to Facebook. If you tweet from Facebook, do add some description for Twitter – “I uploaded a photo to Facebook” is a worthless tweet!  Google+ - 5th overall and gaining value – people are seeing lots of engagement, give it a whirl Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  21. 21.  Follow good metadata practices for the content that you create (it will help others find your content)  What are the key terms for your industry? Buzzwords?  Create special hashtags for your events and brand – tag all of your content with your brand tag  Encourage others to share your content (contests, giveaways, etc.)  Watermark images (will help keep provenance even if your link gets lost)  Infographics!  Piggyback on viral content when you can – use trending hashtags (ONLY if appropriate)  Share interesting and trending content  Register your website with Google & Bing & use their webmaster tools  Analyze all of your stats – Facebook insights, Google sites, etc.  Be careful of 3rd party tools for Facebook Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  22. 22.  Google Analytics; Google Alerts & Trends – while not an analytic can help with monitoring hashtags and discussion  URL shortening (google, bitly) have stats also  Wolfram Alpha Facebook Report – overview of your Facebook presence  Socialbakers – some free tools ; simplymeasured – free reports  Netlytic.org - instagram, twitter, youtube, rss  Quintly, Topsy (Twitter), Socialnumbers (Facebook), Pinalytics (Pinterest), Twitonomy (Twiter)  Native analytics: Facebook, Pinterest for business, etc Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl Think: Prediction Optimization Success Patterns Visualization (share statistics) Customization Think: Prediction Optimization Success Patterns Visualization (share statistics) Customization
  23. 23. In Facebook, take a look at the times people are online, the type of content, and its reach – even more importantly ENGAGEMENT Repeating content is ok – just not too much – do tag it in some way : From the archives, Popular this week, etc. Page growth can be slow for new sites without buying boosts. Push out from facebook to help grow your site and make sure your facebook button is EVERYWHERE. In Facebook, take a look at the times people are online, the type of content, and its reach – even more importantly ENGAGEMENT Repeating content is ok – just not too much – do tag it in some way : From the archives, Popular this week, etc. Page growth can be slow for new sites without buying boosts. Push out from facebook to help grow your site and make sure your facebook button is EVERYWHERE. Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media
  24. 24. Justify stereotypes Data can be misused or used in a negative – denial of services, etc. Potential for ID theft “Personalization can look like prejudice” People do sometimes engage in behavior that they may wish to hide from the general public -- posting inflammatory comments, revealing selfies, sexting, and even illegal crimes – reputation damage We live in grey areas and computers do not understand that – free speech is protected – but how to explain that to a computer? Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media 86% of internet users try to mask their activity online in some way 86% of internet users try to mask their activity online in some way Pew research: http://www.pewinternet.org/2013/09/05/anonymity-privacy-and-security-online/ Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  25. 25. Respect Be honest Listen Respond Make changes if needed (tighten security, etc.) Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media  Understand TOS  Be aware of laws, e.g., Privacy Compliancy Law, COPPA  Social Media Policy  Community guidelines  Understand TOS  Be aware of laws, e.g., Privacy Compliancy Law, COPPA  Social Media Policy  Community guidelines What can we do to address these concerns in our social media communities? Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
  26. 26. Thierry Gregorius Questions? Feedback? Follow me Robin Fay @georgiawebgurl on Twitter, Pinterest, Linkedin, Google Questions? Feedback? Follow me Robin Fay @georgiawebgurl on Twitter, Pinterest, Linkedin, Google

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