Cities Should Use Big Data System Based Social Networking Service to Promote and Develop.
New York City, Amsterdam, Belfast, Copenhagen, Curitiba and Seoul..... we know a lot of cities even where we're not living. How we know the cities? Have you visited all? Usually, most of people have not. Then why are they well-known? Well-known cities are must be said well-promoted cities. Nowadays most cities make an effort to publicize how beautiful or comfortable or historied or amazing cities they are. As the transportation and internet are developed, people all around the world take interest in world-wide news. people want to travel more unfamiliar place and the wish usually target cities, which can achieve the effect of killing two birds with one stone, have impressive historic remains or magnificent environment, or passionate festival with pleasant amenities. In this informal, but general cases people want responsible information in easy, comfortable, and interesting way and city branding (promotion) play a great role. Not only humans, but also cities have to think how to P.R themselves. In this generation when the SNS and smartphone using rate is getting higher, SNS promotion must be good way to express themselves for cities.
Smarter Cities Challenge(SCC), IBM's project to make cities better place start in 2010. This project based on Big Data System. Big Data System is usually used in SNS or webpages, huge amount of information is accepted in real-time.
Recently, using sns marketing, Social Networking Marketing, becomes popular. Cities engaged in Smart Cities Challenges have own special object. IBM assist the cities own project by utilizing Big Data System and offering a Big Data Platform. The ultimatum goal is : make the cities smarter. They grasp what people need in terms of environment, transportation system, city design, amenities and so on based on Big Data from independent network.
Cloud systems means the information storage systems in one central location. Using
Cloud advantages is already well-known among businesses which attempt noble type of marketing. Not only private profit corporations, the Cloud could be original way to promote and develop. What makes businesses are moving to the Cloud? It has a lot of merits to use it, but the major advantages that can be applied in city promoting is the flexibility. A cloud based system, in my case especially Social Networking System, ould instantly meet what costumer wants. In the past, complaint or letters from a disgruntled customer are easy to neglected. Today social media, however, has made conversation between brands and customers easily and real – time. Social media monitoring is the process of carefully listening on social networks for conversation, and a brand that be agile for customer's needs (through social media) and be prompt in act would be highly evaluated online image and brand by showing response and interested customers needs. The IBM’s case is one of good examples that SNS showed big influence. In aspects of a personal view, it is curious how effective this solution, but city is not small unit and also it become bigger and bigger. Almost SNS are based on Cloud system that deal with big data gathered from network all over the world. Enormous information which has people's need and opinion gather in Cloud. It is more powerful than any poor opinion poll. If analyzing system and Cloud system work well together, it could lead synergy effect. If cities utilize the process that is used by corporations, they also can make better result for developing themselves.
Almost statics and analysis say using smartphone and sns rate is increasing. In addition, According to 'Why People Use Social Networking Sites' - Petter Bae Brandzaeg and Jan Heim, the most important reason that people use sns is to get in contact with new people. The second most important valued was to keep in touch with their friends, whereas the third was general socializing. It says major people who use sns are ready to accept new information and express their opinion.
Following statics, enormous number of people express how they live in sns. Especially Facebook and Twitter show overwhelming statics. This is the key point of sns marketing. On sns like Twitter and Facebook, interesting news are usually discussed by everyone, and the phenomenon is the most powerful marketing strategy. There are almost private enterprises which occupy most position in sns market so far. I argue that now the public matters should stand on the sns market.
In terms of city branding, simple, real-time and double-way interaction system of sns would become up-and-coming P.R system. Goyang-si(city) have taken their own unique twitter account and utilized funny and interactive tweets. The account deal with Goyang citizen's matter for inquiries, civil affair matters, and also recommendation. Informal and light communication with the citizens makes people feel comfortable to tell their opinion to the mayor. The big data from people who live in Goyang-si and send a tweet to the account make basement of being better city.
IBM also apply big data system to Smarter Cities Challenge. IBM assist about 100 cities to achieve own goals by offering their big data infrastructure. SNS and webpages use IBM based service give data about what people need to the city. In other words, IBM and cities collaborated, having a common cause.
Some people says that SNS Cloud service is too dangerous because the system is vulnerable to data spill. Information leakage case give worries to users. Cloud system, which all of information in users computer could be moved in big data infrastructure also has big risk of information leakage. People who avoid SNS argue dangerousness of data spill. The data spill is of course nuisance to programmers. Unfortunately, their argument is not that baseless. In the U.K, there was big Cloud information leakage that make 27 billion euro of financial losing. As Cloud system getting more utilized than as time goes by, the risk of information spill is also be concerned. However, there are sufficient solutions for prevention. Cloud Service providers must ensure that thorough background checks are conducted for employees who have physical access to the servers in the data center. Additionally, data centers must be frequently monitored for suspicious activity. Most of corporations using Cloud system and Cloud security companies have employed full time security teams. Despite the past, as security becomes major issue of networking system, private and public companies start introduce high level encryption and three dimensional security construction and protocol. Therefore, Cloud computing security has been developed, and also recently many countries where share the cloud server have worked out way to avoid personal information leakage. U.S.A government, for example, tries to accelerate introduction of Cloud service technology on public institutions develops FedRAMP, security certification system. It selected 22 agents and confirmed ten network cloud services. In Korea, enacted a law dealing with prevention, develop security technology.
People tell the own story wherever and whenever. What they feel, what they need, and what they think. In the past, we were used to be restricted by time and place when we say what we want to talk, recent, however, we talk to everyone thanks to development of SNS network and smartphone. Your SNS pages could introduce all about you. Today, lots of private companies use this trend and apply in marketing. I argue that cities should become 'smart' on this generation. Lots of people are interested in beautiful cities but they tend to have great and small cumbersome problems. Urban people are always pressed for time. To promote, cities should deeply consider what citizens and non-citizens(travelers and rural people) search for them easier. SNS, real-time, weighted communication system would be great solution. Big Data infrastructure form the foundation of SNS. Gathered information from SNS is analysed, and reflected in developing cities. If you worried about personal information leakage, well-developed policy to secure your information put your worries in the shade.
REFERENCES
Petter Bae Brandzaeg, Jan Heim(2009) Why People Use Social Networking Sites Springer Link
from http://link.springer.com/chapter/10.1007/978-3-642-02774-1_16#page-2
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