Deck 3: Insights Into Social Media Storms

Question 1

What is the significance of data in modern life?

Answer 1

Data is considered to be the most valuable resource on earth bypassing the long-standing material object gold, oil. Movies, science fiction television series are demonstrating the significance of data in human life. Fictions come into reality within a very short span of time at least our experiences endorse this so we can say that the way the significance of data are portrayed in those fictions would be a reality soon. Some of those predictions already become a reality if we look at the data driven and data dependent technologies and or products and their use in our life. For example, just imagine the data driven technologies such as mobile communication technologies, computing technologies, health care and their significance in our life.

Question 2

What are the data characteristics that profile a social media storm?

Answer 2

Five specific characteristics of data profile a social media storm. These are: Volume, the amount/quantity characteristic of data; Variety, the source and pattern-based diversity of data; Virality, the speed of data generation; Visuality, meaningful visual presentation of data for effective and efficient decision making; and Veracity, quality and accuracy characteristic of data.

Question 3

What are the differences between Trigger and Intention based variations of social media storm?

Answer 3

Triggers basically are the reasons for which people give their reactions and a part of their reactions are their intentions to do something. For example, incidents such as when customer had to face a harm from products or when the company is alleged to be involved in something that is considered as a social failure (e.g., Poor working conditions of companies) can be regarded as triggers of an SMS. After being incited from such triggers customers then decide about their intention at a social media platform which could be for example, an intention to talk about the incidents, take revenge against a brand, sabotage a brand/company.

Question 4

Which particular property of social media storm is more important and why?

Question 5

Can brand loyalty and equity save a brand from social media storms?