Big Data, Smart Data in Effective Communication Strategies Development

Abstract

The modern Digital Society is characterized by a high level of internet communications penetration in everyday life of any social object. The level of information noise is rising dramatically, and it tosses communication practitioners a challenge they have to cope with (Joseph Turow, Couldry, N.). The problem of communication hygiene is also reviewed in the article. Case studies of Big Data and Smart Data put forth as tools to formulate effective communication strategy in Digital Society communication pattern are represented.