Big data visions of the future and digital manipulation: Pandora's box


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Data is the sword of the 21. Century, it is said. In any case, the handling of data and its evaluation will change significantly in the coming years - even in the world of work. The development is already in full swing.

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Professor Dr. Martin Grothe Martin GrotheProf. Dr. Martin Grothe is managing partner of complexium GmbH and is a feeprofessor at the Berlin University of the Arts.

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Trends - the modern future oracles

Whoever wants to predict trends for the future usually has a difficult situation, moves quickly in the fields of speculation and analysis. Nevertheless, there are some analysis tools that allow to predict some digital trend. A final overview.

Xing, LinkedIn and Kununu have become important pillars in the HR area, but also vile forums are important strolling spots for the target groups. Employer affiliates are no longer only published annually in selected trade journals, which is primarily beneficial to the agencies.

The actual rankings result in real time in digital space. Here it is important to contribute in order to achieve a good positioning. What is missing so far, however, is on the one hand the measurability of the effect of social media activities and on the other hand the benefits for it Company.

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Mobile will continue to grow

From the desktop computer, via laptop to tablet and smartphone: The terminals have become faster, smaller and more mobile in recent years. 2014 already use 50 percent of Germans a smartphone. This is a plus of 25 percent versus 2013.

81 percent also use their smartphone to go to the Internet and get information. Companies should not lag behind this trend, but use it. Mobile sites and responsive design are just a few requirements to stay connected and show potential customers or employees that they understand and are responsive to them.

Mobile tracking is becoming increasingly important with the growing private use of smartphones and tablets for businesses. This is the only way to achieve maximum transparency and bring the bulk of the traffic to company pages. Who wants to close their eyes voluntarily and give away potentials?

Social Business Controlling

The use and recording of social media for HR purposes generates costs. Staff costs, IT costs and advertising costs, to name but a few. For the management, it is important that costs cover the benefits as far as possible. Even today the call for the ROI of social media is on everyone's lips.

Social Business Controlling is aimed at mapping the real value of social media activities - translated into the language of management. Known key figures and KPIs are interwoven and allow for transparency that has not yet existed.

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How Big Data Works

More than 4,2 billion websites exist on the World Wide Web. Each individual collects more, sometimes less information - and thus data. Big Data therefore is on everyone's lips. The talk is of enormous amounts of data, which are produced on the Internet or in other networks, accumulate in databases and are available there.

Above all, social media platforms, forums and blogs invite the user to exchange ideas, express opinions, rate products or companies, share photos or videos and thus generate data and let the social web grow further.

The Pandora's box is open

Social media are virtual. However, the influence and power that they can sometimes exert are very real. Shitstorms can seriously put established companies in economic danger. Bad product reviews can shatter the sales figures.

Unsatisfactory working conditions are getting around very quickly and can make the “War for Talents” considerably more difficult. Transparency is a double-edged thing, but Pandora's box is now open. It is important to prepare and not underestimate the power and influence of social media, but to use it for yourself.

The era of social exchange ... online

The possibility of social online exchange seems to inspire users to interact, to share, to share, to expose the resulting data exponentially. The social web feeds on everyday topics such as shopping, travel, education and health.

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On average, every Internet user spends 2,5 hours a day on social media platforms. The data that he produces does not only make ever-larger data processing and storage servers necessary, but also reveals information about him.

This includes his preferences, fears, experiences and wishes. In this way, the platforms are better acquainted with it, as well as influencing the decisions of other users.

Let the data speak

uniebook, as the world's largest online community, collects more data through its API than any other social network. The “Like” button is pressed 2,7 billion times a day on the platform. 2,5 million pieces of content are created every minute.

With each click, post and comment, the information about the users increases, condense and reveal more.

What data are collected by HR platforms?

But also HR platforms such as LinkedIn collect large amounts of data about their users. For example, 22 percent of LinkedIn users between 500-999 have connections to others on the network.

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301 percent have a connection to 499-19 people. This “Professional Data” helps LinkedIn to create their “Economic Graph”, for example.

Predicting the future with Big Data?

According to the definition of LinkedIn, this is “Digital mapping of the global economy to connect talent with opportunity at massive scale”. Here too, knowledge is only possible thanks to the enormous amount of data - “massive scale”.

Google can predict the development of unemployment based on the search queries. But Facebook knows beforehand who will fall in love.

But what language do they speak?

“The expansion of communication in the digital space […] calls for new analysis methods and tools,” says Prof. Dr. Dr. Thomas Schildhauer from the Institute for Internet and Society of the Humboldt University in Berlin.

Because, of course, there is an outstanding data density in the social web, but it is usually unstructured information. In order to actually generate the optimum from Social Big Data, the goal is to monitor and analyze.

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Professional social media monitoring

Already since the beginning of the millennium there have been professional social media consultations and monitoring providers, which invest tools and time into a well-founded analysis.

It is encouraging that over time, companies have become more aware of the importance and potential of social data from the Internet.

The complexity of the analyzes has increased

However, the complexity of the analysis and monitoring has also increased enormously. The amount of data produced on forums, blogs and platforms is growing steadily. So also the specialization of the individual channels.

I would recommend any company to use a professional and coordinated social media listening system that combines automatic identification with an analytical interpretation. Google Alerts are no longer sufficient for the professional area.

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