Social Media, Big Data

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

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 @georgiawebgurl Robin Fay @georgiawebgurl

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.



https://www.youtube.com/watch?v=TzxmjbL-i4Y

How much data? The internet in realtime – 5/28/2014 4:30PM http://pennystocks.la/internet-in-real-time/ Robin Fay @georgiawebgurl Robin Fay @georgiawebgurl

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


Another way to look at this…


Wolfram Alpha Facebook Report


Robin Fay @georgiawebgurl Robin Fay @georgiawebgurl Graphic / Robin Fay 2014

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

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 !



Focusing in on the metadata aspect…


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 @georgiawebgurl Robin Fay @georgiawebgurl

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



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.



Our MP3s players and devices both create and sync metadata

Our MP3s players and devices both create and sync metadata


Graphic / Robin Fay 2014 Robin Fay @georgiawebgurl Robin Fay @georgiawebgurl

AdministrativeAdministrativeDescriptive Descriptive

StructuralStructural

DescriptionDescription

Administrative / Rights Administrative / Rights


Flickr

Metadata: What about search? It's all metadata. You can't find what's not there.


Semantic web and the social web

• Social media/social networking/social web o Content created by userso 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 basedo Relies on structureo Portal/personal webo Early early stages


How can we use this for marketing?

How can we use this for marketing?


Semantic web and the social webGetting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media


Semantic web and the social web

• Real time response• Crisis management• Engagement• Marketing/Selling• Building expertise• Establishing credibility• Good customer service• Early early stages




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


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


http://toptrendingtopicsnow.com/

http://www.tagsforlikes.com/

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



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



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



Think:

PredictionOptimizationSuccess PatternsVisualization (share statistics)Customization

Think:

PredictionOptimizationSuccess PatternsVisualization (share statistics)Customization

In Facebook, take a look at the times people are online, the type of content, and its reach – even more importantly ENGAGEMENTRepeating 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 ENGAGEMENTRepeating 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.


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?


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/


Respect Be honestListen RespondMake changes if needed (tighten

security, etc.)


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?


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

Internet

Social Media, Big Data