Social Impact and Social Media Analysis Relating to Big Data

  • Nirmala DorasamyEmail author
  • Nataša Pomazalová


Social media is a component of a larger dynamic and complex media and information domain. As the connection with Big Data grows, its impact in the social media domain cannot be avoided. It is vital that while the positive impact needs to be recognized, the negative impact emerging from Big Data analysis as a social computational tool needs to be recognized and responded to by various agencies. There have been major investments in the development of more powerful digital infrastructure and tools to tackle new and more complex and interdisciplinary research challenges. While there is a need to size the opportunities offered by continuing advances in computational techniques for analyzing social media, the effective use of human expertise cannot be ignored. Using the right data, in the right way and for the right reasons, can change lives for the better, especially if Big Data is used discriminately and transparently. This chapter analyzes the impact of Big Data from social media platforms in the social, political, and economic spheres. Further, the discriminate use of Big Data analysis from social media platforms is explored, within the context of ethical conduct by potential users and proposes important imperatives to minimize, if not control, the negative impact of Big Data analysis from a social perspective.


Social media Digital technology Social networking sites Database tools Big Data Big Data analysis Social media services 


  1. 1.
    Boyd D, Crawford K (2012) Critical questions for big data: provocations for a cultural, technological, and scholarly phenomenon. Inf Commun Soc 15(5):662–679CrossRefGoogle Scholar
  2. 2.
    Brown B, Chui M, Manyika J (2011) Are you ready for the era of ‘big data’? McKinsey Q 4:24–35Google Scholar
  3. 3.
    Bughin J, Chui M, Manyika J (2010) Clouds, big data, and smart assets: ten tech-enabled business trends to watch. McKinsey Q 56(1):75–86Google Scholar
  4. 4.
    Chen H, Chiang RH, Storey VC (2012) Business intelligence and analytics: from big data to big impact. MIS Q 36(4):1165–1188Google Scholar
  5. 5.
    Colgren D (2014) The rise of crowdfunding: social media, big data, cloud technologies. Strategic Financ 2014:55–57Google Scholar
  6. 6.
    Desouza KC, Smith KL (2014) Big data for social innovation. Stanf Soc Innov Rev 2014:39–43Google Scholar
  7. 7.
    Fanning K, Grant R (2013) Big data: implications for financial managers. J Corporate Account Financ 2013:23–30CrossRefGoogle Scholar
  8. 8.
    Gandomi A, Haider M (2014) Beyond the hype: big data concepts, methods, and analytics. Int J Inf Manag 35:137–144CrossRefGoogle Scholar
  9. 9.
    Goes PB (2014) Big data and IS research. MIS Q 38(3):iii–viiiMathSciNetGoogle Scholar
  10. 10.
    Hill K (2012) How target figured out a teen girl was pregnant before her father did. Forbes (16 February). Accessed 9 Dec. 2014
  11. 11.
    Kettleborough J (2014) Big data. Train J 2014:14–19Google Scholar
  12. 12.
    Kim HJ, Pelaez A, Winston ER (2013) Experiencing big data analytics: analyzing social media data in financial sector as a case study. Northeast Decision Sciences Institute Annual Meeting Proceedings. Northeast Region Decision Sciences Institute (NEDSI), April 2013, 62–69Google Scholar
  13. 13.
    LaValle S, Lesser E, Shockley R, Hopkins MS, Kruschwitz N (2013) Big data, analytics and the path from insights to value. MIT Sloan Manag Rev 21:40–50Google Scholar
  14. 14.
    McCarthy J (2010) Blended learning environments: using social networking sites to enhance the first year experience. Australas J Educ Technol 26(6):729–740CrossRefGoogle Scholar
  15. 15.
    McKelvey K, Rudnick A, Conover MD, Menczer F (2012) Visualizing communication on social media: making big data accessible. arXiv (3):10–14Google Scholar
  16. 16.
    Mendoza M, Poblete B, Castillo C (2010) Twitter under crisis: can we trust what we RT. In: 1st workshop on Social Media Analytics (SOMA ‘10). ACM Press, Washington, DCGoogle Scholar
  17. 17.
    Oboler A, Welsh K, Cruz L (2012) The danger of big data: social media as computational social science. First Monday 17(7):60–65Google Scholar
  18. 18.
    Proctera R, Visb F, Vossc A (2013) Reading the riots on Twitter: methodological innovation for the analysis of big data. Int J Soc Res Methodol 16(3):197–214CrossRefGoogle Scholar
  19. 19.
    Qualman E (2012) Socialnomics: how social media transforms the way we live and do business. Wiley, New YorkGoogle Scholar
  20. 20.
    Wigan MR, Clarke R (2013) Big data’s big unintended consequences. IEEE Comput Soc 2013:46–53CrossRefGoogle Scholar
  21. 21.
    Young SD (2014) Behavioral insights on big data: using social media for predicting biomedical outcomes. Trends Microbiol 22(11):601–602CrossRefGoogle Scholar
  22. 22.
    Waterman KK, Bruening PJ (2014) Big data analytics: risks and responsibilities. Int Data Privacy law 4(2):89–95CrossRefGoogle Scholar

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Department of Public management and EconomicsDurban University of TechnologyDurbanSouth Africa
  2. 2.Department of Regional DevelopmentMendel UniversityBrnoCzech Republic
  3. 3.Durban University of TechnologyDurbanSouth Africa

Personalised recommendations