Big Data from social media and risk of Ad targeting (Main body)

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    It is assumed that Big Data provides access to information previously difficult to obtain, and all that thanks to social media. This information offers businesses a better consideration for understanding their customers. By analysing human behaviour, behavioural patterns, and the marks people leave behind online, organisations can analyse this data and extract its essence. After careful analysis of the data, businesses can target their products to the right consumers, build appropriate advertising, and draw conclusions as to when to run promotional campaigns and when to release products. (Dhawan & Zanini, 2014) Social networks such as Twitter, Instagram, Facebook and LinkedIn provide a substrate for extracting valuable data. The social media users' activity is endless; every interaction on the Internet leaves a trace, a trace from which businesses deduce and by analysis draw conclusions; this is possible thanks to social media, which is a phenomenon of today's times.

    Big Data brings answers but also risks; incompetent data analysis can bring more harm than benefit. For example, in social media, Big Data is used for Ad targeting; however, due to the amount of data and incorrect analysis, adverts can be displayed to users who are not supposed to see them. Adverts such as erotic or violent content can appear on children's screens, as well as alcohol and gambling advertisements on the screens of people who have a problem with it. Therefore, analysts or IT specialists should carefully analyse the data and make decisions based on reflection and the consequences they may have (Clarke, 2016). Inadequate data analysis may carry risks, which is why specialised professionals should carry out the analysis and subsequent decisions based on it, professionals who should bear responsibility for misinterpreting data and compromising public safety.

 

 

 

 

 

 

 

References

Clarke, R., (2016). Big data, big risks. Information Systems Journal, 26(1), pp.77-90. Available at: https://onlinelibrary-wiley-com.proxy.library.dmu.ac.uk/doi/pdfdirect/10.1111/isj.12088 (Accessed: 29 October 2022)

Dhawan, V. & Zanini, N. (2014) Big data and social media analytics. Research Matters: A Cambridge Assessment publication, 18, 36-41. Available at: https://www.cambridgeassessment.org.uk/Images/465808-big-data-and-social-media-analytics.pdf (Accessed: 29 October 2022)

 

 


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