4 ways to really use large data processing

Large data processing has already been mentioned in the media and IT companies, but how many companies are actually using large data processing? How many companies benefit from large data processing? It is not easy to really use large data processing.

3721.html ">2014 years, the Midwest and northeast of the United States suffered the worst climate. Southwest Airlines is America's largest low-cost airline. Due to the snowstorm, canceled hundreds of flights. Tens of thousands of passengers are ready to call, and the network to support the booking of flights, but found the system has been overloaded. Finally, the travellers turned to the last of the stranded travellers: TwITter.

You can imagine that 12,000 of all sorts of angry tweets flooded the southwest in 6 blizzard days. The peak per day reached 3,000 Weibo. On the other end, as the airline's last resort, 7 social media experts were dispatched.

This example seems extreme, but you cannot guarantee that you will not encounter a similar event or be swallowed up by the needs and data of social media. Many big brands, such as Coca-Cola and the NBA, have thousands of social media interactions every day, from Twitter mentions and Facebook "praise," to customer-posted questions and complaints, and to share the company's latest news blog.

Slowly, some companies have discovered that the headaches of this data have become a resource. Large data is actually the torrent of digital interaction between enterprises and customers, has been fried as the new century, "crude oil" on the surface has great value, if not refined, nothing to use. The challenge is that the advanced software suite and analyst must generally understand the meaning of these terabytes of raw information collected every day.

Social media are constantly providing tickets for ordinary companies to enter the mysterious world of big data. With new, user-friendly analytics tools, businesses end up finding practical, cost-friendly ways to handle the blowout of digital information on customers and potential customers.

In the case of Southwest Airlines, their social media not only regulates the big storm, but also rewards positive emotions and more fans than ever before. This is the guessing big data, the correct tool to dissolve it, can play the important role in the success.

HootSuite, a social media management system company with 8 million users in the United States, Ceo,ryan Holmes, who recently wrote in Inc, has made it a good start to apply these analytical techniques to those who are looking to use social media as their own advantage:

Use filters to separate important information from background noise. Dell's social media channels in 11 languages each day receive more than 25,000 mentions. From a practical business perspective, the vast majority of these species are unimportant. But by using social media and analytics tools, Dell can filter out really useful information: the kind of powerful Twitter users who have thousands of fans, the stories posted on respected blogs and forums, and if not addressed, the spread of urgent customer needs.

Each of these tools uses its own proprietary algorithm to determine the most urgent information in real time, taking into account keywords, perspectives, and other customization areas. The end result is that the flood of social media data is reduced to manageable streams. Companies can immediately start diverting bad news, helping spread good news, and distributing concise information to people in marketing, sales, customer service or other departments to follow up.

Track changes in the amount of information. On the evening of September 2, 2013, the number of microblogs on British Airways began to soar. This information is not good. Disgruntled Twitter user Hasan Syed angry that his baggage was lost by the airline, releasing a message, "Don't take the @ British Airways, their customer service sucks." "Instead of sending the microblog to his fans, he sent it to about 50,000 other users in New York and the UK, all two of which are major British Airways markets," he said.

Incredibly, British Airways staff finally saw the message and were belatedly trying to use apologies to put out the fire. At this time, the story has been sublimated from social media, on both sides of the Atlantic News carrier spread, from the BBC to Time magazine.

With some very simple analysis tools, many of the problems in this event can be avoided. Changes in social media information, such as those experienced by British Airways, often imply that something of special significance arises, either good or bad, such as the event. When any activity exception occurs, you can set up alerts to manage company name mentions and other keyword and issue warning emails. This can enable enterprises to walk in the PR disaster before, deal with concerns, prevent problems fermentation out of control.

A tool for automatic tracking of emotions. Back in 2009, a little booger brings a big problem to pizza. An employee took a video of picking up his nose at work and uploaded it to YouTube. It can be imagined that the video was taken out of the money and the script flooded, at least 1 million times. For Danone, the video and the ensuing tsunami, appearing in media such as The New York Times and NBC, turned the story into a "booger door" and pulled down many of its already low customer ratings.

To counter that, Danone changed recipes, offered money-back guarantees and set up a website where diners could upload real images of their food. During this time, they tracked changes in public opinion on social media in order to adjust their tone to promote each aspect. In the end, this millions of-dollar "My fault" became a dramatic success. Sales in the United States grew by 14% in the quarter after the promotion, and in the following year the shares surged by 75%.

This subtle sexy tracking can be done today. Social analytics software, which scans the text of thousands of messages automatically to reveal the sharing of positive emotions, negative emotions and neutral emotions. This gives the enterprise a real-time window to see how to feel their products, brands, competitors, or any combination of keywords.

By constantly monitoring the search term, the brand can understand how the internal and external public opinion response to the incident changes, the enterprise can change the strategy accordingly.

Choose the software that will show the fashion report. Cold weather is not the only PR challenge that Southwest Airlines has faced in recent years. One time a pilot accidentally dropped the next radio, with gay chatter about his flight attendants filling the entire Texas airspace. The whole event attracted more than 10,000 social media mentions. It was a time space in the fuselage flight, and when the incident happened, the passengers used free Wi-Fi to tweet the whole thing.

However, in spite of these, Southwest Airlines can avoid the pain. In fact, the company ranked first in the 2013 air quality rating. A large part of the airline's passionate social-media community, which has 1.6 million of Twitter followers and 4.2 million of Facebook's favorites, has no doubt. Southwest's social and listening teams have spent years nurturing and expanding the community, improving the airline's exposure, boosting loyalty and helping it grow, despite occasional pr lapses.

However, it is not always easy to share the value of social media with relentless attention to the results of corporate executives. Deep skepticism has been held by many executives who argue that Twitter and Facebook represent a rare interest in pet video, or that "most" is a social "soft" tool.

Analysis provides an antidote. The tools now include premium returns, the ability to chart the board's needs, track all the changes in brand exposure and the sexy changes at any time, and the relative growth of competitors. With these visual help, marketing and community teams can show up to the calm minds of executives, social media does make sense for the business.