Big data is changing social media marketing. There are no two ways about it. The reason is simple: Big data is giving us a look under the hood of social media marketing. And that, in turn, is giving us an ever deeper and better understanding of what’s going on, what works and what is – in fact – counter-productive.
So how does it do that?
Even more exciting (or frightening, depending on where you’re coming from) is what social media means for educating algorithms. When you’re trying to build an algorithm to work out why people do something or what they’ll do, you need a lot of data.
If the color of the t-shirt you wear in your profile picture correctly predicts whether you like sport cars or Humvees, well then that algorithm will factor that in and run with it.