Is Big Data a fancy way of saying Big Social?

What do companies use Big Data technologies to analyze? Sales transactions. Social media trends. Scientific data. Social media trends. Weather readings. Social media trends. Prices for raw materials. Social media trends. Stock values. Social media trends. Web logs. And social media trends.

Sometimes I wonder if the entire point of Big Data is to sort through tweets. And Pinterest, Facebook and Tumblr – as well as closed social media networks like Salesforce.com’s Chatter and Microsoft’s recently acquired Yammer.

Perhaps this is a reflection that “social” is more than a way for businesses to disintermediate and reach customers directly. (Remember “disintermediation”? It was the go-to word during the early dot-com era of B-to-B and B-to-C e-commerce, and implied unlimited profits.)

Social media – nowadays referred to simply as “social” – is proving to be very effective in helping organizations improve communications. Document repositories and databases are essential, of course. Portal systems are vital. But traditional ways of communication, namely e-mail and standard one-to-one instant messaging, aren’t getting the job done, not in big organizations. Employees drown in their overflowing inboxes, and don’t know whom to message for information or input or workflow.

Enter a new Big Data angle on social. It’s one that goes beyond sifting through public messages to identifying what’s trending so you can sell more products or get on top of customer dissatisfaction before it goes viral. (Not to say those aren’t important, but that’s only the tip of the iceberg.)

What Big Data analysis can show you is not just what is going on and what the trends are, but who is driving them, or who are at least on top of the curve.

Use analytics to find out which of your customers are tastemakers – and cultivate them. Find out which of your partners are generating the most tractions – and deepen those ties. And find out which of your employees, through in-house social tools like instant messaging, blogs, wikis and forums, are posting the best information, are attracting followers and comments, and are otherwise leading the pack.

Treasure those people, especially those who are in your IT and development departments.

Big Social is the key to your organization’s future. Big Data helps you find and turn that key. We’ll cover both those trends at Big Data TechCon, coming to Boston from April 8-10. Hope to see you there.