A presentation to SoundBoard Marketing/Social Media Conference on Big Data and Social Media.

1. 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

2.  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 @georgiawebgurlRobin Fay @georgiawebgurl

3.  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 @georgiawebgurlRobin Fay @georgiawebgurl

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

6.  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 @georgiawebgurlRobin Fay @georgiawebgurl
Wolfram Alpha Facebook Report

7. Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media
Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
Graphic / Robin Fay 2014

8. 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

9. 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 @georgiawebgurlRobin Fay @georgiawebgurl
Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media

10. 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 @georgiawebgurlRobin Fay @georgiawebgurl

11. 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 @georgiawebgurlRobin Fay @georgiawebgurl

12. 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 @georgiawebgurlRobin Fay @georgiawebgurl

13. 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 @georgiawebgurlRobin Fay @georgiawebgurl

14. AdministrativeAdministrative
DescriptiveDescriptive
StructuralStructural
DescriptionDescription
Administrative /
Rights
Administrative /
Rights
Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl
Flickr

15. Metadata: What about search?
It's all metadata. You can't find
what's not there.
Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl

16. Semantic web and the social web
• Social media/social networking/social
web
o Content created by users
o 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 based
o Relies on structure
o Portal/personal web
o 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 @georgiawebgurlRobin Fay @georgiawebgurl

17. Semantic web and the social web
Getting Strategic About How Big Data Impacts Your Social MediaGetting Strategic About How Big Data Impacts Your Social Media
Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl

18. 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 @georgiawebgurlRobin Fay @georgiawebgurl

19. Robin Fay @georgiawebgurlRobin Fay @georgiawebgurl

20. 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 @georgiawebgurlRobin Fay @georgiawebgurl

21. 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 @georgiawebgurlRobin Fay @georgiawebgurl

22.  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 @georgiawebgurlRobin Fay @georgiawebgurl

23.  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 @georgiawebgurlRobin Fay @georgiawebgurl
Think:
Prediction
Optimization
Success Patterns
Visualization
(share statistics)
Customization
Think:
Prediction
Optimization
Success Patterns
Visualization
(share statistics)
Customization

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

25. 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 @georgiawebgurlRobin Fay @georgiawebgurl

26. Respect
Be honest
Listen
Respond
Make 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 @georgiawebgurlRobin Fay @georgiawebgurl

27. 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