Biases in Social Media

http://www.thinkwithgoogle.com/columns/wharton-smarter-engagement.html

This article summarizes two major pitfalls in social media biases: sensationalism and extreme opinion (silent majority). To successfully dig out the most valuable customers, brands need to avoid these pitfalls.

Sensationalism is a long pitfall which was already exist in traditional journalism. The article suggest the brand to be aware of emotional or controversial user-generated content on social media.

The article also suggest brand to carefully use big data analysis since comments on social media usually come from extreme views (i.e. one star and five stars). It is important for manager to develop method that brings the silent majority into talk.