The use of social media by both users and brands today contributes to the vast amount of available data and information. It is a real challenge to organize all the data and grouping it in a way that helps generate knowledge. The process of producing Actionable Insights from the "monster" of social media data is the beauty of social media data for brands and businesses. In the field of beauty and beauty brands, the impact of social media is enormous. The way brands communicate with consumers and consumers themselves with the brands has changed.

Digital Word Of Mouth, that is, all of the references in the category of Beauty, reaches extremely large numbers. Within only one month (17/4/2017 -16/5/2017), according to paloPro's analysis, all reports in the category reached the number of 83,631 which is the largest of all branches of the Greek economy. These refer to the entire category, covering the keywords of Makeup, Skincare, Haircare and Fragrances, and they concern only "public" data.

If someone counts also the contribution of private data from Facebook, then the numbers really increase dramatically. It is estimated that public data is in fact only about 15% of private data disseminated on Facebook.

It is known that the majority of Facebook data comes from private posts that we could not access until recently. Now Facebook gives us access to private posts with anonymous use. Only in 3 days and only for the Makeup category, private Facebook posts reached 15,700 references. These figures are enormous for Greek data, as 15,700 reports are about 4.5 times more than reports of the large telecoms category.

But it's not just the Buzz that touches huge numbers for the Beauty category in Greece. The impact of social media gains epic proportions as it takes into account all the followers exposed in each post. Influence's impact measurement is quite significant as it shows the magnitude of the influence among the social media users.

PaloPro, a systematic monitoring tool, collects in real time all reports from news websites, blogs, Twitter, Facebook, Instagram, forums as well as descriptions and comments from YouTube, analyzing about 85,000 texts / hour.

Using state-of-the-art linguistic technology for instant and accurate results, paloPro identifies and analyzes all online reports that shape public opinion and reputation of companies, products, individuals, organizations as well as their competitors.