Opportunities of Big Data and data from social networks.

Summary It's already been a quarter of a century since the Internet and digital technology have transformed our societies, changed our daily lives and changed the way businesses operate. Two major characteristics of these twenty-five years of digital technology have had a particular impact on the research sector. The first is the development of GAFA (Google, Apple, Facebook, Amazon), services that have become essential, used by millions of people around the world, and based on a two-sided model: on the one hand, a free service that is easy to use, and on the other hand, massive data collection that bases its economic model on advertising revenues. The second is the evolution of the Internet user's ability to act, which over the past 25 years has evolved in four phases: the ability to influence demand (purchase on a site), the ability to contribute, to provide information and content, the ability to form networks, and the ability to call on the crowd. Today, we are in the era of massive information sharing, accentuated by mobile technologies, since almost at any time and anywhere, it is possible to share information, text, photo and video, via platforms like Facebook, Twitter, Google Plus, Weibo, You Tube, Instagram, Pinterest or Flickr.