Making Visible the Invisible: Meaning, Not Content, Matters in Social Data
What question are you trying to answer? Start with questions relevant to your business, but allow for the discovery of new questions, in patterns you didn’t know to look for. What does the data mean and what do the relationships represent? Each type of data may require different tools and interpretations. For example, social network analysis (SNA) of LinkedIn represents professional relationships while in Facebook it represents personal relationships. How will the answer change the way you operate? The goal is to understand what social data represents well enough to craft useful indicators. Real-time social data makes it possible to approach business operations as an experiment, to design adaptive operational strategies that respond to the data and to have ongoing engagement with the data built into your processes. If the answers are dramatic or break with tradition or accepted practices, how will you convey the insight to get others on board?
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