The problem with social media data mining

Social media data is a potentially powerful tool for marketers and business strategists, but such information doesn’t offer an automatic answer to every question, Alessandro Acquisti says. Data mining is an imperfect science, with errors cropping up both in the information-gathering stage and in the pattern-spotting processes that are used to turn raw data into meaningful results, he says. “We tend to make strong extrapolations about weak data. It’s impossible to fight that, because it’s in our nature,” Acquisti says. MIT Technology Review online


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