Social Media Repositioning: Big Data Bring Changes to Traditional Media

As a special industry, media often seem to be at the forefront of the times. Sometimes they find, reveal and supervise, and sometimes they wave their voices. However, as a media practitioner, how many other people are playing the role of participants in these changes, rather than bystanders mentality? We are passing on information and knowledge, but few of us think about the potential impact that such information and knowledge can have on us. We seem to have been adhering to the thinking of the unchangeable, but because the media also needs to face sales pressure, we often waver between who we give the money and who the source of our real income. Media people are very confused and struggling. Although we will play some of the most fashionable things, but for us just to artwork. We talk about the most popular nowadays, simply because we are media people. Readers and netizens friends like free information, but at the same time they also discard those free messages that drain. How to respect and interact with the media audience will be able to become a source of valuable media content while also creating a true media brand.

Recently, I have been exposed to the data related to big data. I am very much aware that the big data era will be overwhelming as the Internet. Similarly, apart from publicity and reminders, the media will also involuntarily enter the era of big data. So big data on the modern media industry will bring what kind of impact?

First of all look at the sources of income of the media, from the current various types of media (including television, magazines, newspapers or outdoor, Internet) point of view, the vast majority of media revenue is advertising. In a competitive market, marketers need to establish, influence and expand their business through advertising, and their customers' perception of their brand. In 2011, the global brand investment in the cost of 500 billion US dollars, of course, this figure does not include the online media investment. Even in 2012, according to relevant information, brand investment in online media is only 10%, but this trend is growing.

Again, let's look at the evolution of the media. The evolution of the media has been around for many years, from one-way informational communication to multi-dimensional communication that has emerged in today's social media. People are changing their way of reading and getting information, and many of my friends today get their information through daily pin-point tweets and, of course, when they're getting it, they are also sharing information. Everyone is a carrier and acquirer of information. Because of the convenience of mobile Internet, more and more people who are purchasing power spend a lot of time immersing themselves in social media. It is conceivable that in the near future, the content sources of media and the forms of media interaction will be diversified and the social media has become more and more popular. If there is no traditional media interaction with the audience, it will be just the gongs and ringing Postscript, no music at all. In fact, many of today's media simply define annual goals based on annual sales. They do not really understand the people they are targeting, let alone grow with their target readers.

Next, we need to look at why corporate marketers put their media in the market? Because of the intense market competition, the brand impact is challenged, and people want to leverage their influence on the target audience while influencing their target audience. So for those who have a precise positioning of the media, but also in the target population does affect the media, will get more market personnel favor. Because the delivery of these media is positive feedback, they also have a positive impact on their marketing activities. There are many forms of assessment that marketers in many businesses now evaluate for the media they serve. For traditional media, this assessment has lasted for many years, relative evaluation model is relatively simple, but also by most market personnel to accept. For some online media assessment, the current assessment method is search, ad conversion rate and so on. However, these methods are only the result of customer behavior, and the effectiveness of the establishment of the brand, as well as long-term, or the lack of real recognition. Enterprise marketing staff still lingering pain.

So why are social media harassed by everyone, but the key is that business marketers have not yet found a good model for evaluating social media. However, the emergence of big data, such a situation will be a qualitative change. Because big data will eventually allow marketers to define, measure, and manage those parts that have a positive impact on their brand. Technologies such as Hadoop, Cassandra, Mahout and Pig, along with semantic analysis software, language processing software, machine recognition software, cluster analysis, etc., can reveal the true results of online marketplace behavior. Market participants view social media will subvert. As the cost of big data becomes lower and lower, marketers can speak to the CEO, CFO, and COO to describe the brand's impact in the marketplace. The insights generated by big data analytics can also in turn support market activities to help brand engagement really scale. It is foreseeable that with the advent of big data, the market movement of enterprise marketers will basically shift the market behaviors that promote the scale of brand participation. The brand marketing market will be branded through brand building among people through mass communication and through the exchange of people among a large number of communicators to create, grow and expand the brand's world. Social media not only provides an advertising model for business marketers, but also the ability to truly participate in a large scale.

Big data repositions the value of social media, and the same corporate marketers will reevaluate their distribution in the media. According to ROI considerations and future changes, today's traditional media need to reorient and adjust themselves according to the development of technology so that they can become newer rather than declining as the market expands, becoming themselves Own gravedigger.