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.
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
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
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 @georgiawebgurl Robin Fay @georgiawebgurl
Wolfram Alpha Facebook Report
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 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 !
Robin Fay @georgiawebgurl Robin Fay @georgiawebgurl
Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media
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 @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
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
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 @georgiawebgurl Robin Fay @georgiawebgurl
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 @georgiawebgurl Robin Fay @georgiawebgurl
AdministrativeAdministrativeDescriptive Descriptive
StructuralStructural
DescriptionDescription
Administrative / Rights Administrative / Rights
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Flickr
Metadata: What about search? It's all metadata. You can't find what's not there.
Robin Fay @georgiawebgurl Robin Fay @georgiawebgurl
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
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 @georgiawebgurl Robin Fay @georgiawebgurl
Semantic web and the social webGetting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media
Robin Fay @georgiawebgurl Robin Fay @georgiawebgurl
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 @georgiawebgurl Robin Fay @georgiawebgurl
Robin Fay @georgiawebgurl Robin Fay @georgiawebgurl
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 @georgiawebgurl Robin Fay @georgiawebgurl
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 @georgiawebgurl Robin Fay @georgiawebgurl
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 @georgiawebgurl Robin Fay @georgiawebgurl
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 @georgiawebgurl Robin Fay @georgiawebgurl
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.
Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media
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 @georgiawebgurl Robin Fay @georgiawebgurl
Respect Be honestListen RespondMake 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 @georgiawebgurl Robin Fay @georgiawebgurl
Thierry Gregorius
Questions?
Feedback?
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Questions?
Feedback?
Follow me Robin Fay @georgiawebgurl on Twitter, Pinterest, Linkedin, Google