I agree ! Awesome article ! Nothing more topical ; in professionnal field, "social" data mining is perceived (by enterprise social networks users & their managers) as a supposedly easy target, I'd enjoy it... This article and related links bring interesting information for those (like me) working in social software deployment field and often confronted to such requests.
May I also add, in everyday life it's not always easy to explain to friends fearing the big brother era, what are really the technical means (and human resources as well) required to use big data, especially if the stake is to find what is valuable to know, rather than "simply" find what is looked for.
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