How Reputation Management Became a Big Data Challenge
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How reputation management became a big data challenge Hugo Zaragoza CEO of Websays [email protected]
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Title: How Reputation Monitoring became a Big Data challenge. Bio: Hugo Zaragoza is founding CEO at Websays, a start-up specializing in online reputation and opinion monitoring. Before this he worked in industrial research for over 10 years both at Yahoo! Research (where he led the Natural Language Retrieval group) and Microsoft Research. His research is at the frontier of machine learning and information retrieval, always pushing the boundaries of search engines and text mining technologies.
Transcript of How Reputation Management Became a Big Data Challenge
• 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
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
Lower Bound In yourQuality / Confidence
• Websays Live Demo!
