In the Ocean of Big Data, Machines represent the top of the Digital Food Chain
Conclusion: The popularity and growth of online social media platforms has pushed social data into the spotlight. Humans using the Web mainly interact with human-produced data. Yet the floods of machine-generated data that flow through the Internet remain invisible to humans. For a number of reasons attempts by organisations to mine big social data to improve marketing and to increase sales will fall significantly short of expectations. Data from digital devices and sensor networks that are part of the Internet of Things is eclipsing human produced data. Machines have replaced humans as the most social species on the planet, and this must inform the approach to data science and the development of healthy economic ecosystems.