Guest post from Basir Syed, Product Marketing, IBM Business Analytics
Today, the term "Global Village" can be used to describe theinternet,and in particular social media; but, do these terms actually apply to developing countries such as India, China and Brazil?
Let’s take a step back and examine the impact.
Social media is a platform today, where everyone’s opinion is at the forefront. The coming of age of social media has definitely occurred in these regions.
Much before Psy’s famous Gangnam Style became a viral sensation, there was a song in India, “Why this Kolaveri Di” (watch also below) with some unusual lyrics that also became an instant hit on the web. These videos have attracted audiences who did not even understand the language.
Here are some figures pertaining to it:
Twitter (Total Tweets: 96,323; Total Impressions: 8,072,375)
YouTube (Views from India: 11,079,802; Likes: 146,224; Shares from mobile apps and directly: 5,740,365)
Facebook (Total shares: 3,625,124)
I’m now just as connected to you in Canada or Germany reading this as my colleagues in India. Kolaveri could easily become popular in the United States with a simple like or share.
Things aren’t any different in neighboring China either. Weibo, China’s version of Twitter has created a vigorous virtual public square. The site, which allows users to post photos, videos, comments and messages, has since expanded with scorching speed. It now boasts some 350 million users.
These days, a lot of people use Weibo as their main source of information – at least the information that isn’t being censored. Weibo is now driving, in many ways, the entire national dialogue in China.
With all of these social platforms creating an impact, I feel that social media analytics is going to play a vital role in our day-to-day lives; irrespective of which part of the world we live. The ability to listen and understand social conversations in any language is paramount to help us better harness social chatter.
Social media has become such an integral part of our lives that we look for reviews and opinions for almost everything we purchase, watch or discuss. In today’s business environment, no business or government can survive without analyzing all available data, including social media. Today, social media analytics is a “must have” for all sectors.
When things go wrong customers will react immediately taking to their social networks to share negative and positive experiences. Therefore, real time tracking of even minor issues irrespective of the language is pivotal.
With so much buzz in the social space, it won’t be long before governments and commercial businesses in the growth markets realize the importance of social media analyticsand start implementing it, if they haven’t already heard the alarm bells ringing.
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