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Confusing buzz with data

‘Buzz’ and ‘social’ are four-letter words often found  alongside each other.

But as in the real world, so in the social world: a buzzing sound gives little information about what’s happening (other than simplistically confirming that something is happening).

Are the bees busy?

Are they coming in your direction?

Are they angry for any reason?

How many are there?

What are their intentions? (And how is the environment affecting their intentions?)

And how is the situation changing?

It’s only when all the data are in and analysed, and then continuously updated, that the picture becomes clear and meaningful.

Don’t confuse buzz with data.


Buzz (noise) & data (insight) are not the same.

Alan Smith: is Head of Customer Engagement at DIGIVIZER.