Global media has the power to shape our perceptions, influence our decisions, and make or break business reputations. No one in the enterprise can afford to ignore the 24/7/365 onslaught of news and social media. Interpreting the meaning and trends hidden in global media has become an essential job skill for marketers, press relations and information professionals, corporate analysts, product researchers and others involved in critical business decisions.
But the amount of global media—including worldwide production of online and print news articles, blogs and broadcast—has exploded. No one really knows the true volume of what’s being generated per day, hour or minute anymore. What we do know is that business data is reportedly doubling every 1.2 years. The enormous volume of information and the rate at which new information comes to us is now far beyond our human capacity to assimilate it.
Which is why, in the Age of Big Data and data-driven decision making, leveraging global media is both a major challenge and a tremendous opportunity for organizations. Companies that are able to make sense of global media—that is, collect information, distill what’s relevant, determine the value to their business and share this knowledge—are seeing big payoffs through more informed and timely decision making.
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