SOCIAL MEDIA BIG DATA: DIGITAL ANALYST COMMUNICATION COMPETENCE IN DIGITAL AGE MARKETING PRACTICES

Abstract

The abundance of data on social media has a pragmatic impact on marketing communication practices. A digital analyst is essential in processing and analyzing big data on social media. Digital analysts must be competent communicators in processing data so that it can become a helpful message or information. The theories used in this research are Uncertainty Reduction Theory, Spitzberg & Cupach Communication Competency Theory, and Data, Information, Knowledge, and Wisdom (DIKW)’s Model. The interview involved a digital analyst of an agency that has monitored the social media performance of several companies for marketing performance. This study found that the data analysis process carried out by digital analysts could reduce uncertainty in planning company strategies. Then, three factors determine the competence of a digital analyst. The frst, motivation is always to present the most relevant information. Second, knowledge related to computer science and basic statistics, marketing concepts, market trends, and information on competing companies. Third, “sense o