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The vast potentials of Big Data are not simple to grasp. The notion that we could somehow harness infinite amounts of information in order to apply it systematically to our everyday routines seems unbelievable. Yet, that is exactly what Big Data and the practise of telemetry intend to do, 'unlocking significant value by making information transparent and usable at a much higher frequency' (McKinsey Global Institute, 2009).

One of the most notable consequences of these developments is the mass impact it will have on industries around the world. More and more companies already, are formulating their big data strategies, or presenting their first big data success cases. Ultimately, the analysis of large data sets is set to become a skill leaders in every sector in every industry will need to master if they intend to stay ahead of the game; becom[ing] a key basis of competition and growth for individual firms (McKinsey Global Institute, 2009).

Exactly how this information will be applied to increase profits will vary, however a report released by McKinsey Global Institute stipulated that any given retailer using big data to its full potential could increase its operating margin by more than 60 percent, whilst the use of big data by the US health sector could create more than $300 billion in value every year (two thirds of that being in the form of reducing US healthcare expenditure by eight percent). You can read the full McKinsey report here.

These kind of propositions are mind blowing, and upon first hearing beg the question that if the changes proposed, which would use big data to revolutionise industries from retail to healthcare, were going to be easy to execute then they would have been implemented already.  

It's also surprising that the general public hear and know so little about these potential developments. It seems, given the relatively small amount of big data that has so far reached the public domain, that perhaps bigger corporations and commercial organisations might prefer to keep it this way. This surely can’t work to the advantage of the potential of big data, as several articles and reports (including the McKinsey report) suggest that in the near future (2018), there will be a significant shortage of people with the analytical know-how and specific skill-set to effectively analyse big data. The number of experts in this particular field is already relatively small considering the demand for it. The report “Big Data Analytics: Adoption and employment trends” found that over 70 percent of organisations find it challenging to hire the specialists they require to handle big data. 

Interestingly, but not surprisingly, given it’s innovative nature, social media appears to be leading the charge when it comes to using big data in order to increase their own levels of success. In 2013, Twitter helped secure its future in big data buy purchasing Bluefin Labs - a leading social TV analytics company. You can see their announcement for it here. 

The question is, how and when will other industries begin following suit? 

Could we ever really have global access to all information? I look forward to finding out.

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New Media has dramatically changed the political landscape from what it was in the pre-digital age; engaging formerly disinterested or disenchanted demographics and enabling spirited and unrestricted discussion about our global state of affairs. Mediums including facebook, twitter, instagram and tumblr have facilitated new levels of personal communication central to the idea of globalisation, wherein a world without traditional boundaries between people from different countries or of a different race, religion or belief system can find common ground in real time.

These platforms also provide instantaneous access to news when it breaks and as it unfolds, and unlike other news sources, were designed to encourage two way communication. Politicians have the power if they chose to engage in social political commentary at a grassroots level by interacting with both their supporters and critics via social media. In this ever evolving digital age, connectivity and accessibility are central to relatability, particularly in younger demographics.

This has resulted in the social media activity of politicians collectively, becoming a measurable element in any political race. Their social media presence is also increasingly paramount to ongoing success and relevance, much like that of a celebrity. US President Barack Obama is a prime example of the positive outcomes achievable by harnessing the opportunities provided by social media. His 2008 campaign marketing strategy is widely considered one of the most successful of all time, at the time utilising 16 different social media platforms and promoting them all on his website. Given the growth in market share of Facebook and Twitter since then, he’s narrowed this social media use down to the two.

You can check out a list of the top 15 most followed politicians on twitter here and an awesome overview of his 2011 online marketing campaign here.

With over 33 million twitter followers, Obama is the number one followed political figure in the world, while his wife, first lady Michelle Obama, who has her own enormous fanbase, comes in second on the list with over 4.6 million followers. Amassing over 778 000 retweets of a picture posted on his twitter account following his 2012 election win (and only moments after news outlet projections that he had been re-elected over Republican challenger Mitt Romney) Obama set a retweet record, which significantly surpassed the previous record (set by Justin Bieber).

Obama’s real success is his ability to use social media beyond simply discussing his party’s political agenda. His recent appearance on Zach Galifianakis’ Funny or Die web series is a great example of his unique ability to increase his relatability and likeability whilst still providing audiences with pertinent information about important policy. If you haven’t seen it, it’s worth a watch. See it here. 

There are always going to be issues when it comes to new media methods of digital communication, particularly when contrasted with the interpersonal tools available to us within face to face interaction. Social cues like expression, tone and body language, are and always will be paramount to effectively communicating. However, as Nancy Baym stipulates in her text “Personal Connections in the Digital Age”, the mediated age doesn’t necessarily mean a breakdown in communication but an offering of alternative forms of making connections. Often forms which transcend typical boundaries in the physical world, like gender, race, culture and religion. Whilst there’s no argument that face to face communication is inherently more intimate than cyber and other digital connections, both undoubtedly have their own, individually valuable merits. And, whilst, as Naomi Barren suggests in “Always on: language in an online and mobile world”, a natural response to new technology is to feel bewilderment - even fear, in the long run, new media and alternative digital tools role in communication is only set to increase in power, significance and presence.

Facebook is often on the receiving end of criticism in the argument about a breakdown of communicative skills in younger generations. As a member of Gen Y, or as we’re otherwise and less kindly known, Generation Me; I can understand from where such criticism stems. On a wide scale, many of us do lack the social, face to face communicative skills that come naturally to the generations before us. Old school common courtesies, basics as simple as day to day manners, are on the decline. We're so used to communicating via social media, that it's become more unusual to not use these forms of communicating.

In my eyes, we are the middlemen; our parents grew up without new media, no facebook, no msn, no bebo, no myspace, no buzzfeed, no reddit, the list goes on. Whereas the generations which follow ours will/have grown up with new media systems and norms ingrained in their identity, oblivious to the potential of a reality or ‘self’ without internet as an integral part of how they define themselves. We however, experienced both. Our early childhoods were predominantly free from mediated methods of communication, where-as upon hitting our early teens we've gradually become inundated with endless options of online methods of connecting.

Harnessing these options, rather than becoming consumed or overwhelmed by what’s available online, is still somewhere today's generation of online users need to get the balance right. Hopefully, the gratification of online instancy will decrease in novelty, leaving Generation Z and the generations which follow them with better skills to manage.

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