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The power of data: Why social data is hailed as the new scientific tool?
With the rise of social media, the way we communicate has changed dramatically. People are increasingly willing to share personal information, and this phenomenon has also led to the accumulation of a large amount of public data. These data are considered a new tool for the social sciences that can help scholars and policymakers obtain the information they need faster and more accurately. Social data is no longer just a reflection of social phenomena, but a key resource for decision-making.
Social data refers to data shared voluntarily by individuals. Driven by the development of data technology, this data has gradually evolved into an important scientific resource.
Between 2004 and 2010, advances in social networking technology made this information sharing model more popular. Users began sharing a wide variety of data, including location, medical data, interests, hobbies, and daily thoughts. Not only does this data support new business models like Amazon’s, it also provides opportunities for improved decision-making in public policy and international development.
The development of social data
Every Internet activity leaves a data trace, and these digital footprints can help us understand user behavior. Currently, approximately 16 zettabytes of data are generated each year and this is expected to reach 163 zettabytes by 2025. The value of data is rising rapidly, making our social actors—governments, businesses, and individuals—dependent on it in unique ways.
Data is no longer the exclusive domain of the government, but the common product of every Internet user.
With the advancement of enterprise technology, past data collection methods have gradually shifted to digitalization, allowing data visualization and data analysis technologies to further develop. This not only affects private businesses, but also encourages the public sector to use data to collect and store large data sets of personal data.
Web 2.0 and the rise of social networks
Over the past few decades, the use of the Internet has shifted from being primarily a source of information to a social platform for users to communicate and generate content. This editorial online community, known as "Web 2.0," has led to the rise of sites such as Facebook and YouTube. These platforms allow users to share information with interested parties, making the data sharing model more widespread.
Social data sites like Facebook and Twitter have not only changed the way we interact socially, they are also influencing how business decisions are made.
On Facebook, interactions between users continue to surge, while Twitter simplifies the process of information release, making every post potentially accessible to users around the world. The ripple effect of these social data guides how businesses can gain insights into consumer behavior in order to provide products and services that better meet demand.
Business sectors and social data
Businesses often leverage data collected through social media and other data-sharing avenues. These data can help advertisers deeply understand consumer needs and thus form more targeted marketing strategies. As technology advances, everyday devices such as smartphones and music devices can also collect a wealth of personal data, and the analysis of this data further enhances product personalization.
The widespread collection of personal data enables companies to drive more efficient business models and enhance the purchasing experience for consumers.
Social commerce and other applications
In commercial activities, consumers are increasingly relying on the sharing and comments of other users on social media as the basis for shopping decisions. For example, Pinterest provides a good environment where consumers can obtain feedback from real users and thus increase their sense of trust when shopping.
In addition, the application of social data also extends to areas such as health care. By analyzing health data on social media, medical researchers can predict disease outbreaks and improve public health responses.
Computational social science: new approaches to social data
With the rise of social data, computational social science has gradually become an emerging discipline. This field combines social science, computer science and network science, allowing researchers to use big data to analyze information about a wider population. Many researchers no longer rely solely on traditional interviews, but instead collect data through social networks and online experiments to obtain more comprehensive information.
Privacy Challenges
Although social data brings a lot of convenience, data privacy issues are a challenge that cannot be ignored. Many people are concerned about the use and potential misuse of their personal data. According to research, many people are unaware of how social media uses and sells data, which has sparked widespread discussion in society.
Although privacy has become an important consideration for people sharing personal information online, there are still many people willing to share their information as long as they can get corresponding value.
International Development and the Data Revolution
The power of social data not only affects individual business decisions, but is also an important driver of international development. By analyzing big data, governments and businesses can improve efficiency and productivity, thereby ameliorating the challenges of so-called “developing countries.” With the advent of the knowledge society, people can't help but wonder: How can more people enjoy the benefits of the data revolution?
