ABSTRACT
The amount of information Big Data provides business is massive and growing, and it is having a large impact on social media marketing strategies. Eighty percent of the data being collected comes from sources such as social media, meaning businesses rely on the content of customers’ social media stream as a guide to drive their own and better target their efforts. Content is information and social media is a must for businesses’ marketing strategies. Social media platforms started as a way to keep in touch and maintain relationships. Analyzed by all major stakeholders in society, social media data is often hailed as the last frontier in obtaining key insights into humans. Social media sites like Facebook operate under the incorrect assumption that a singular and converged version of all of one’s identities can exist in harmony within the view of several different facets of social audiences in one’s life.
