This document discusses social data and how it can provide insights beyond what traditional social media monitoring allows. It notes that social data allows us to learn about relationships between consumers and how brands fit into those interactions. Social data provides a microscopic view of individual interactions and a macroscopic view of interactions at a network level. Currently, most social media monitoring focuses only on content, keywords, and channels. To fully understand the context and behaviors revealed in social data, new research frameworks and data mining tools are needed.
3. “We talk of the relationships
consumers have with our brands as if
they were primary but the data points
to things being otherwise.
Consumers’ most valuable
relationships are not with brands but
with other consumers”
Mark Earls
13. Social Media vs Social Data
Social media is the set
of applications and
platforms allowing Social data is the
people to participate in collective information
online social activities
produced by millions of
people as they actively
participate in online
social activities.
13
26. 8! SOCIAL SIMULATIONS
20 participants
20 alpha-bots
designed by them
20 beta-bots
tested and fine-
tuned by us
20 beta-bots cloned 20 times each (400 beta-clones active
over a 2 weeks period)