There is an online collision between data and deeds, between what we can
now learn and what we continue to say and do within the world of social media.
Think of the former as the savior of the latter where for reasons of pride and
conjecture, and a sort of convenient deafness to the rhythms and cadences of
communications (between the vernacular of Twitter, and the long-form
writing of blogging and the conversational atmosphere of Facebook), too many
companies miss the chance to enjoy the benefits of social media.
is neither too difficult to solve nor too costly to answer, because there is a
revolution afoot; it is as real as any other milestone in the history of the
Web, and as permanent as any shift in the relationship between companies and
their respective consumers.
I refer to the revolution of access to Big Data;
the once-exclusive domain of global corporations with seemingly unlimited
resources, and presidential campaigns with war chests of continental scope and
microscopic precision, where so many “likes” and followers can be converted
into actionable intelligence, customizing the message sent to a shopper in
South Miami or a primary voter in North Carolina; a message refined and
amplified through social media, reducible to 140 characters or expandable to an
essay of nuance and depth, which casts aside self-promotional content for words
of remembrance and a summons to learn, and to be; and to do.
I write of what I know because in my role as Founder of Ocoos, I give business owners the freedom to build
their own websites, manage real-time traffic and better appreciate the
analytics of the Internet in general. That last phrase is part of the
unnecessarily obtuse language of Big Data, which means this: Where only the
biggest brands know what certain people
want, so these same companies can know when and where to
reach these men and women online. All of this, the data software
companies and programmers promise to translate for a large fee, is now
affordable to all, and accessible by all, for the good of all.
business can now better understand what to say, and to whom it should say
certain things, thanks to this revolution of data. This event, short of writing
its message on your behalf (for which there are professionals who can handle
this work), will allow you, the entrepreneur or veteran executive, to
communicate more clearly and effectively.
The Practical Rewards of a Democracy of Data
Knowing what to say, within the individual areas of social media, may be
the greatest reward of this democracy of data.
Gone is the default option of posting a sentence fragment and a link,
and calling that (for whatever that is,
it most certainly is not good writing)
Gone, too, is the behavior of the braggart, voiced by content that is
indistinguishable from corporate propaganda; the online equivalent of
cheerleading for a team that never loses and always wins with ease, as
employees and executives revel en masse in delusional celebrations of victory,
as if saying it makes it so.
Gone are the irrelevant, the erroneous and the meaningless displays of antisocial media.
In place of this void is social media with a purpose, based on
information for an intended audience. That audience, comprised of men and women
of many ages and interests, all of them (the people assembled before your page,
post or account) important and influential; all of them ready to read news you
plan to deliver, so they may seize the opportunities you will present to them.
Welcome to the new era of social media!