As social media gets bigger, so does the amount of data that flow from such platforms as Facebook, Pinterest and Twitter. To help marketers use these data to obtain relevant insights, complex analytics platforms have developed as well. Indeed, big data has changed the way social media marketing works, and the following is a list of some of these changes according to Michele Nemschoff, a digital marketing expert.
1. Big Data demands control of both structured and unstructured data
Experts say that 90 percent of all the data in the world right now was generated during the last two years. In addition, only 20 percent of this data is structured, or arranged in columns and rows which can be analyzed using traditional analytics tools.
As such, eighty percent of this data is “unstructured;” pictures, videos or posts that come from sources like Facebook, YouTube and Instagram. These unstructured data represent people’s interests, opinions and activities, and if marketers can create insights out of these data by having the ability to store, administer and investigate them, then that’s a huge advantage for them.
2. Big Data allows more personalized and targeted messages
Analysis of big social media data allows marketers to see relevant trends which allow them to create more personalized and highly customized content. People respond more to campaigns that are relevant to their needs and what they like, share and talk about.