As per the statistics about 2.5 quintillion bytes of data are created in the web every day and the major chunk of this data is generated from social media sites. Popular social media sites like Facebook, twitter, foursquare and Pinterest generates a huge amount of data if used properly using large-scale applications can pave a golden path for any brand into the consumers’ minds.
Since the data produced by social media is totally unstructured, capturing, processing and managing it are beyond human limits. In fact, it is beyond the reach of any software’s available due to which a glass wall is created where the marketers can see the data but could not access it.
Today big data industry have created software to deal with a few terabytes and petabytes to make some sense of social media data to determine the impact of tweet, check-in, tag, pin and likes about a company brand.
Conversations in social media are like word of mouth which is filed away in massive databases in which only a small fraction is related to your brand.
The idea is to find the right data related to your brand from this massive base which drives the consumer to take action. Getting more likes is one thing but finding what is causing this likes is more important so that you can harness this cause into actionable information.
In order to do, these businesses need to turn to big data for translation because it utilizes big applications to make these data into human readable information.
Today consumers interact with your company in many ways by liking your page, watching advertisements, reading news about your brand or interacting with your representatives and everything goes into a big database. There are endless ways to utilize these data and making it work for your brand by hiring the right people, following the keywords, analyzing the brand engagement, correlating the facts and anticipating the future.
Today activity around big data is increasing, and businesses are data mining to increase their profits. They have started implementing big data applications to measure their brand engagement to connect with the modern day consumers.