Social Networks: An Exponential Source Of Data

If there is one social network that stands out regarding Big Data, it’s Facebook., revealed in 2012 that the social network with 1.86 billion active users worldwide alone drains more than 500 terabytes of data per day. It represented some 2.7 billion Likes, 2.5 billion shares, and 300 million photos posted. All actions and interactions undertaken on Facebook (Like, comment, sharing, publications, etc.) or other social networks leave traces.

This digital fingerprint reflects your personality and preferences. From this data, we can determine and predict what you will like. Geolocation, site accounts linked to Facebook or Google searches contribute to each user’s database. Well analyzed, this Big Social Data will allow companies to target people at the right time with an improved and personalized offer.

How To Use Big Social Data?

Know Your Customers

Social networks’ segment and geographic information make it conceivable to see better your clients, or if nothing else, individuals keen on your image. Assuming we stick to Facebook, we can learn a lot about its supporters. Huge Social Information gives general information (age, sex, area, and so forth) and more exact individual information (political and strict inclinations, pay, and so on.). Because of this, we can more readily distinguish these individuals and act by considering the examination of this information.

Target New Prospects

Still on Facebook, Large Friendly Information will likewise permit you to contact individuals prone to be keen on your image. The many focusing choices and devices accessible to you ( custom crowds, clone crowds) are utilized to target new possibilities. You can contact individuals who have proactively been keen on your organization or your proposition. On the other hand, you can get individuals with similar interests as your supporters.

Measure The Effectiveness Of A Social Media Strategy

The personal data of social network users are not the only ones that can be exploited. Social media strategies are also a good source of information. The statistical results of your publications (reach, impressions, engagement, etc.) serve as the basis for what will follow.

Adjust Advertising Campaigns Accordingly

You can change your future publicizing efforts, distributions, and so on by dissecting your disappointments and victories in interpersonal organizations. Along these lines, you will want to acquire permeability and reputation. Your picture will be re-established, you will change over supporters into clients, and progressively, you will hold them.

Determine The Right Time To Post

Researching your audience isn’t just about demographics and engagement. We need to go deeper into this data to highlight profiles and preferences. Statistics allow you to know, in particular, when it is good to publish content. The reach and engagement will only get better.

Personalize Your Offer And Advertisements

Personalization is a bit of the buzzword of the moment. And it is not a hazard. This is part of consumer expectations, regardless of the sector of activity. For this, there is nothing better than Big Social Data to know your customers and their preferences to personalize your offer accordingly.

Find Your Brand Ambassadors

We have seen that Big Social Data brings you data on the engagement of your subscribers. In addition to showing you your performance and guiding your subsequent actions, it allows you to identify the most committed people. By qualifying these people, you could find the influencers of tomorrow in them. These same people will be your best brand ambassadors.

Innovate And Renew

Enormous Social Information likewise incorporates every discussion that has occurred in interpersonal organizations. Criticism, both positive and negative, is significant data for organizations. There are conversational investigation apparatuses that can determine your clients’ assumptions so you can meet them later. Additionally, Large SocialData has brought out swarm advancement instruments (cooperative development). The thought is to incorporate the purchaser, through informal organizations, in making offers that live up to their assumptions.

Also Read: Why Should You Use Hootsuite For Your Social Networks?

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Rich in lessons, it teaches us that most leaders know the importance of data: three-quarters of decision-makers are convinced of the central place of data in decision-making. Data is a significant development area for 85% of them, and 39% have even made it a priority. However, “only 21% of organizations (two out of 10 organizations) democratize their data and can be considered ‘data centric’ “, states the study.

Cultural And Organizational Obstacles

Conducted last October among 541 decision-makers from French organizations with 50 or more employees, the survey is all the more attractive in that French delays in IT are often blamed on the shortage of skills on the market, the lack of tools, and other technical contingencies.

However, the study clearly shows that the problem is not technological: 8 out of 10 decision-makers declare that their organization has the necessary resources to make its data accessible and encourage its use.

Regarding skills, most organizations also believe that they have integrated the functions of data governance (68% of organizations), access management or even dissemination of culture, and acculturation of employees (65%). The brakes are cultural, as the study’s results underline: 71% of decision-makers believe that decision-making is still based on the perception and experience of managers, compared to only 20% of those questioned who base decisions on data analysis.

In other words, the data exists, and it is available, but more organizations need to use it to develop strategies. As proof, less than four out of 10 organizations have defined and implemented a general data use strategy, while more than a third of organizations are increasing their investments in data-sharing tools.

Also Read: Data Security Practices To Implement In Your Company

Sharing Is Still Tricky And Needs To Be Better Framed

The study also highlights cultural blockages, revealing an individual relationship to information. Even in the digital age, the adage “knowledge is power” continues to wreak havoc: why share information when it can give me an edge over my colleague, partner, or competitor? Regulations and data security force companies to be cautious, but when we ask leaders about the democratization of access to data, these are not the first arguments cited.

Only 35% of the organizations surveyed have established a strategy for systematically sharing the data employees need to accomplish their mission. For half of the decision-makers, some information is too confidential to be shared. In the wake of this reluctance, only 65% ​​of employees likely to use the data can access it without constraint. As for sharing data with partners or customers, less than half of organizations are considering or doing it.

Proof that mentalities are changing little on the subject: in 2018, a study commissioned by the European Commission revealed that just under 40% of the companies questioned were engaged in data-sharing initiatives with other companies (B2B). The possibility of developing new products – the first motivation mentioned by the participants in the study – does not succeed in sweeping away the competitive issues: by sharing their data, companies fear losing a competitive advantage. Finally, another interesting point is access to data in organizations is still open primarily to data specialists (developers and IT managers).

Significant Disparities According To The Sectors And The Size Of The Organizations

For once, it is essential to emphasize that the public sector stays caught up: 42% of public organizations believe that data sharing is a priority issue, compared to 37% in the private sector.

The size of the organization and the sector of activity also influence the perception of the value of the data. Thus, the service sector is susceptible to the contribution of data in digital transformation: 91% believe that it is an essential aspect of digital transformation, against 82% of the national average.

In the industry sector, data is synonymous with innovation and the creation of new uses (85% against 77% for the national average). Organizations with over 5,000 employees are generally susceptible to data issues: 84% of their managers are convinced that using data improves transparency to strengthen their relationships with internal and external stakeholders compared to 76 % for all sizes combined.

The feeling of being ahead of the national average is also more present (41%). In these organizations of more than 5,000 employees, the systematic consideration of the data available to employees has more weight. The fact remains that for 80% of the decision-makers in these organizations, decisions relating to data are taken by the management committee or general management. Proof that the democratization of data still has a long way to go, including in organizations open to sharing.

Also Read: Seven Mistakes Your Company Makes Regarding Data Security

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Where To Find The Statistical Data

In the era of big data, data production sources are genuinely infinite and constantly increasing. But big data is not just an endless amount of data stored in the servers (accesses, registrations, clicks, views). Still, it can be transformed into tangible insights, thus acquiring a fundamental role for marketing and communication. Some of these data are also structured in databases and available in open-source mode. We, therefore, present some sites and databases where it is possible to find statistical data.

StatBase

The Istat site is undoubtedly a prosperous source of information to consider if you need to find aggregate statistical data. In particular, the StatBase service is a new dissemination system created starting from the information assets in the Istat database to facilitate access to the most critical information. The data is presented by theme and sub-theme in multidimensional tables that users can export in Xls format. The extractions can also be customized.

The StatBase Databases

On statbase, it is possible to find statistical data relating to:

• Environment and energy
• Characteristics of the territory
• Population and families
• Economic conditions of families and inequalities
• Health and healthcare
• Assistance and pension
• Education and training
• Culture, communication, travel
• Justice and security
• Daily life and citizens’ opinion
• National accounts
• Businesses
• Agriculture
• Industry and Construction
• Services
• Public administrations and private institutions
• Foreign trade and internationalization
• Prices
• Work and wages

Stat

Still, within the Istat site, another critical database is that of I.Stat. Here, too, the data is presented in the form of tablets, and users can:

• Modify them
• Export them
• Directly query machine-to-machine data via web service

On I.Stat, it is possible to find databases relating to:

• Youth Stat
• Seniors. Stat
• Immigrants. Stat
• Conjuncture.Stat
• Public Administration Stat
• Human Capital. Stat
• Violence on women stat

Earth Data

Moving on to different and more specific themes and topics, NASA’s Earthdata is undoubtedly a handy database for data on the Earth’s atmosphere, solar radiation, the cryosphere, the oceans, the Earth’s surface, and anthropogenic environments. The system is called EOSDIS Earth Observing System Data and Information System and provides Earth science data from satellites, aircraft, and field measurements.

Big Data And Healthcare: GHO Global Health Observatory

The GHO data repository – also known as the World Health Observatory, is WHO’s gateway to health-related statistics for its 194 member states. Provides access to over 1000 indicators on priority health issues, including mortality and disease burden, the Millennium Development Goals (infant nutrition, infant health, maternal and reproductive health, immunization, HIV / AIDS, tuberculosis, malaria, neglected diseases, water, and sanitation), non-communicable diseases and risk factors, epidemic risk diseases, health systems, environmental health, violence and injury, equity among others.

Google Dataset Search

In this shortlist of online databases, we cannot fail to mention the search service offered by Google. In addition to making datasets universally accessible and helpful, the main goals of Google Dataset search are:

• Create a data-sharing ecosystem that encourages data publishers to follow best data storage and publication practices.
• Provide data scientists with a way to show the impact of their work by citing the datasets they have produced.

The Google Public Data search system is set by languages ​​and displays only the results translated into the selected language.

Among the various databases that can be consulted by selecting the Italian language, there are:

• World Bank
• Eurostat
• National Institute of Statistics

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