As social media proliferates, this platform provides multiple entry
points for organizational and consumer communication. Social media
are Internet sites where people interact freely, sharing and discussing
information about each other and their lives, using a multimedia mix
of personal words, pictures, videos and audio” (Kodish, 2015). Walaski’s (2013) social media categories include blogs, microblogs, social net working sites, professional networks, video sharing, and content-driven communities (i.e. crowd sourcing).
Customer relations managers using social media to communicate
with their colleagues and clients must navigate various opportunities
and constraints (Haenlein and Libai, 2017). In 2016, The Gartner
Group, among others, argued that organizations need to consider how
to best augment or retrofit data analytics and IT systems for the digital
age in relation to social media, particularly within a big data context
(Smilansky, 2015). Big data is high volume, high velocity, and/or high
variety information assets that require new forms of processing to enableenhanced decision-making, insight discovery and process optimization (Moorthy, Lahiri, Biswas, Sanyal, Ranjan, Nanath and Ghosh, 2015). Big data is fast-paced and includes large amounts of data or information that is accumulating. In this study, big data that is used by companies in their organizational development included crowd sourcing from social media platforms and enterprise level data, as well as analytics approaches. These three types of big data are used to enhance organizational agility and inform strategy at the intersections of their economic, political, and social place and space (Bhimani, Mention and Barlatier, 2018).