Since the launch of Facebook, Twitter and of course the boom of internet search engine sites like Google, our world as we know it has been constantly changing and persistently becoming more interconnected. As Ali Fisher points out in her article, “Everybody’s Getting Hooked Up: Building Innovative Strategies in the era of big data” the of social media platforms to hit millions of users across the world. Because of this, social media platforms play a critical role in public diplomacy and as a result so does big data. In her article, Dr. Fisher quotes the definition from a UN white paper defining big data as “an umbrella term for the explosion in the quantity and diversity of high frequency digital data”. The reason why big data is important to a public diplomacy practitioner is threefold, social media is an ever growing popular phenomenon and social media platforms can be used to reach millions of people all over the world – and by tracking and evaluating the progress on these platforms, decision makers are able to track success of campaigns, better understand the needs of future strategies and develop gaps in programs that may currently not exist and possess traction. As Dr. Fisher discusses in her article, measuring and evaluating big data is key for public diplomacy efforts when trying to develop strategies that bridge the last three feet and provide platforms for different stakeholders based on their preferences and their needs. Big data is key in not only identifying audiences but helping public diplomacy organizations develop more innovative and actually strategic communications.