how reputation management became a big data challenge

How reputation management became a big data challenge

Hugo ZaragozaCEO of Websays

hugo.zaragoza@websays.com

• Reputation Management• Data• Websays

Reputation Management

From a relaxed yearly Public Relations affair…

to a 24h. data-crunching speed-of-light business.

(Modern) Reputation Management

• Social media greatly boosts and expands the spectrum of reputation risks.

• Social media greatly accelerates the speed of the process.

• Social media breaks traditional “containment walls”:– Reputation Management– Product Development– Customer Satisfaction

• Titanic’s iceberg. More dangerous/critical than ever!

[1]

(Modern) Reputation Management

• Social media is also an opportunity to turn reputation risks into successful marketing campaigns– Public has become skeptical, hungry for genuine content and

emotion– Public is the media.

• Increasing need to anticipate, detect, diagnose, monitor...

• Big Data playing an increasing role!

(Modern) Reputation Management

Complex Heavily Interconnected Data

Complex Heavily Interconnected Data

Center for Global DevelopmentSwiss Re

Hugo Zaragoza

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Size? Unknown & Growing…

“Barcelona” or “BCN” : 3-5 millions per month

Psychology, not physics!

• Data is generated by people’s mental states:– Humans generate, receive and re-send the data– Their minds judge, confirm, disregard, deny, exaggerate, etc.

• Despite much research, factors that govern this are largely unknown.

• Examples:– Models: Avalanche vs. Epidemics vs. Everyone– Fallacy of increasing evidence by dependent sources

Example: Super-Influencersvs.

“Everyone is an influencer?”

• “Social Epidemics” are far from well understood.– Is it better to hit a few very connected or many slightly

connected?– How much does the content vs. the network matter?

• Emotional factors may matter more than “number of followers”

Data Veracity? Data Impact!

• Measuring and weighting impactis more crucial than “veracity”

• Impact:– How many people saw it?

(printed)– How many cared?

(liked/disliked)– How many acted?

(share, retwit, etc.)– How many changed mental state in the least?!

Personal Online Rep. Management

• People are active PORMS:– 46% of online adults have created social profiles– 57% of internet users do PORM regularly using SEs– 38% have sought information about their friends– Young adults are most active and sophisticated PORMs. ✪

• People are gaining control of what they share– Decreasing willingness to provide home addresses, phone

numbers…– Decreasing fear. ✪

Madden, M. & Smith, A. (2010). Reputation Management and Social Media. Pew Internet & American Life Project.

Privacy and the young…Contrary to the popular perception […] young adults are often more

vigilant than older adults when it comes to managing their online identities

71% of social networking users ages 18-29 have changed the privacy settings on their profile to limit what they share with others online.

47% social networking users ages 18-29 have deleted comments that others have made on their profile

% of Social Network Site uses that said “never trust social networking sites”:

18-29: 28% 30-49: 19% 50-61: 14%Madden, M. & Smith, A. (2010). Reputation Management and Social Media.

Pew Internet & American Life Project.

Personal Online Rep. Management

Madden, M. & Smith, A. (2010). Reputation Management and Social Media. Pew Internet & American Life Project.

How often can you trust…

Madden, M. & Smith, A. (2010). Reputation Management and Social Media. Pew Internet & American Life Project.

But…many many “independent”Sources!

References

[1] Pekka Aula, 2010. Social media, reputation risk and ambient publicity management. http://www.pgsimoes.net/Biblioteca/Social_media,.pdf

[2] Robert G. Eccless, Scott C. Newquist, and Roland Schatz, ‘‘Reputation and its risks,’’ Harvard Business Review, Vol. 85, No. 2, 2007, pp. 104-114

[3] http://socialmediasorted.com/what-is-a-social-media-manager/[4] Duncan Watts, 2011.Everything is Obvious * Once You Know the Answer: How Common Sense

Fails Us. http://everythingisobvious.com/the-book/[5] http://www.slideshare.net/EmergenceMedia/social-media-reputation-management-the-why-

and-the-how-presentation/

Example: Active Learning @ Websays

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