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2017 | OriginalPaper | Buchkapitel

Big Data and CSR Communication

verfasst von : Ramón Reichert

Erschienen in: Handbook of Integrated CSR Communication

Verlag: Springer International Publishing

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Abstract

This chapter discusses corporate social responsibility (CSR) in the area of digital media culture. Social media networks and online platforms are massive data collectors and have become the most important data source for collecting statistical data social large amount of data (i.e. big data) can be generated from all online communication. These data are, for example, used to identify moods and trends. Big data research has become very diversified in the past years by using machine-based processes for computer-based social media analysis. This article first summarizes current research on social networks, online communication and big data. Then three case studies are presented, focusing on (1) health monitoring and big data aggregated from Google search and social media monitoring, (2) Facebook data research and the analysis of data structures generated from this social network, and (3) big data research on Twitter. Finally, future developments, challenges and implications with regards to health communication, communication management and CSR are discussed.

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Vorheriges Kapitel The World Wide Web and the Social Media as Tools of CSR Communication

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Data warehousing is an infrastructural technology that serves to evaluate data inventories.

In the commercial sector, the term “data mining” has established itself for the entire process of “knowledge discovery in databases.” “Data mining” refers to the application of exploratory methods to a data inventory with the aim of pattern recognition. Beyond representing the data, the goal of exploratory data analysis is to search for structures and peculiarities. It is thus typically employed when the problem is not well-defined or the choice of a suitable statistical model is unclear. With data selection as its point of departure, its search comprises all activities required for communicating patterns recognized in data inventories: problem definition, selection and extraction, preparation and transformation, pattern recognition, evaluation and presentation.

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The collective figure “We” in this case refers to the researchers in the back end and fueled futurological conspiracy theories that imagine the world’s knowledge to be in the hands of a few researchers.

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Titel: Big Data and CSR Communication
verfasst von: Ramón Reichert
Verlag: Springer International Publishing
Buch: Handbook of Integrated CSR Communication
Print ISBN: 978-3-319-44698-1

Electronic ISBN: 978-3-319-44700-1

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-44700-1_12