How does public opinion "dance" with large data?

2013, the concept of "big data" into our vision, scholars in the introduction, the government officials talking about, the world's internet companies have started "Big data" competition, the media will be called this year "big data." Large data, is from the technical hot word into a social wave and even national strategy.

With the rapid development of Internet technology, large amount of information, a wide range of types, low value density, speed, and aging of large data attracted more and more attention, the great data brought about by the storm is changing our lives, work and thinking. Needless to be, public opinion service is facing the challenge of big data while carrying on the industry norm and conformity.

Large data age, the "processing" of information is the basis. According to internet experts, large data volume, unstructured data and growth accounted for the total number of 80% to 90% respectively, compared with the structural data growth of 10 to 50 times times faster. From the perspective of the public opinion product service, the concentration of massive information, resistance to "data explosion" has become the basic requirements of public opinion work. Therefore, grasps the data grasping ability and the public opinion reading ability, through "processing" realizes the data "the increment", will be the future public opinion analysis essential skill. At present, many domestic public opinion service agencies do not even have a dedicated data management, analysis departments and professional analysis team, the analysis of information on the identification of the force, extraction, control is still to be improved. In the information breadth of the article, at the same time, the future needs a group of high learning ability, analytical ability, knowledge level of data workers occupy public opinion service center.

In the big Data age, the interpretation of data is critical. At present, the availability of data has increased, we can analyze more data, and sometimes even can deal with a particular phenomenon related to all the data, to achieve real large data mining and analysis. The massive, timely, dynamic and open data will help us to improve the validity and depth of the analysis. At the same time, large data has the characteristics of low value density and fast propagation speed, and the model of data analysis is scientific, which will directly affect the quality of data analysis. The heterogeneity and diversity of large data require public opinion analysts to interpret some crisis events with high quality data. Based on the data analysis, can be extracted from the original, high-quality views, in the messy data behind to find more in line with customer requirements of public opinion products and services, and targeted adjustment and optimization, this is the largest data era of public opinion the biggest variable.

In the big data age, the goal is to judge trends. The core of large data and the goal is to predict, specific to public opinion service, public opinion staff from the Internet in the vast number of data mining information, judging trends, improve efficiency, although access to a wide range of practical applications, but far from enough. Public opinion analyst should continuously enhance the analysis and prediction of the relevant public opinion information, the focus of service from the simple collection of effective data to the in-depth research and development of public opinion, tracking the relevance of public opinion, no longer limited to crisis resolution, but also supplemented by decision-making, from the focus on "static collection" to pay attention to "dynamic tracking" expansion, from the dedication to "reflect the problem" To strive to "solve the problem" to expand, so that public opinion products and services "higher, Faster, stronger" (High point of view, early warning, disposition strong).

In the big Data age, the service of the Division is the direction. The interconnection of data has changed the state of "island" between database, application software and user interface system. Public opinion service organizations should set up the concept of public opinion, production, analysis and interpretation of data, explore a way to provide users with a division of information value-added services, so that the main body and the border to form a complete "the public opinion closed loop." On the basis of this understanding, public opinion service organizations need to grasp the important direction of the development of large data in the field of pubic and enterprise management in the next few years: Horizontal view, the service main body extends to the government, the enterprise and the society each domain, through constructs the correlation domain database, the public opinion basic database and so on, fully integrates the government and the enterprise's data assets; look vertically, The product content is extended to include the public opinion crawl, early warning to decision-making, evaluation and other aspects, to help customers enrich and improve the decision-making reference system.

Big public opinion, emphasizing the relevance of large data. The development and use of good data resources, fully reflect the data explosion background data processing and application requirements, this is the largest data era, the biggest public opinion changes. At present, the domestic economic and social transformation and development of environmental pressure, social cyclical structural burst of public opinion factors, especially the opinion workers need to establish a forward-looking awareness, improve media literacy, strengthen the Internet "big Data" analysis and judgment, access to information, seize the opportunity for long-term development to lay a good foundation.