The document discusses how to avoid being a "big data zombie" and provides examples of analyzing social media data about an M&S Christmas advertising campaign. It shows examples of slides analyzing mentions, hashtags, topics, comparisons to other retailers, and engagement metrics. However, it notes that many of the slides rely only on high-level metrics without context and lack insights. The key is focusing on relevant rather than just large amounts of data to help answer business questions and objectives.
Think about what you want to knowThink about why you want to know itThink about what you are going to do with it once you have itThis will help you stay relevant.