Tag: Social Media

How To Get Maximum Return From Social Media

Post author By Jon Rognerud
Post date June 1, 2015

If you’re looking to get maximum return on your time and marketing investment in social media, it’s helpful to start by picturing what your desired end result will be.

Are you looking to boost traffic to your site?
Are you trying to attract leads for an email list or offer?
Are you trying to engage your users and get them involved in the comment section?
Are you creating brand awareness?

Once you have your desired result in mind, there are a few steps you can take to maximize it.

Now, you can consider the following tips about common areas the best marketers focus on improving.

(1) Finding your target audience

A good way to do this is to develop a “buyer persona”: a complete picture of your ideal follower, including their demographics, hobbies, how they use social media, what books they read, and what other forums they use. You can use this to publish content that speaks directly to your target audience.

(2) Social media tactics

Consider the timing of your posts. For business-themed material, posting on Friday afternoon won’t work. Likewise, posting fun or leisure-related content on Monday morning is a recipe for no response. You can experiment to find the ideal timing for making your posts. Think about what your ideal user’s daily schedule is like, and adapt your posts accordingly. For a B2B networking platform like LinkedIn – the best times are found between 10a-11am Tuesdays. (study from addthis best times to post study)

Focus on getting users to opt-in to your email list or go to your site. This will help to build your own platform, and make you less dependent on whatever social media platform is the most popular at the moment. Facebook offers on-site tools such as Facebook Connect to help with this.

For Twitter, repeat the same post at least 2 or 3 times. This will increase its visibility.

(3) Engaging your audience

Converse with, not at, your audience. One way to do this is to imagine you are writing directly to a single, ideal, follower. You can read aloud your work after finishing it, imagining your follower is sitting across from you, to test if it sounds like something you would actually say.

Ask for comments or interaction, and start or end the article with a question. If possible, reply to all comments. This will create a personal connection between you and your prospects, and result in lifelong fans and buyers. These comments will in turn give you valuable intel on your followers and how they are thinking about your content.

(4) Measuring the effectiveness of your approach

Knowing your desired end result is key here. With this in mind, you can test different approaches to triggering higher response.

(5) Managing your social media

You can use a number of free and paid tools to help with this. The free app Everypost lets you submit a single post to each of your social media accounts. Bitly, another free app, provides tracking information. Paid apps give you more in-depth, real-time tracking and recommendations. CrowdBooster and HootSuite are two of the most popular and effective paid apps.

If you take this advice and put it into action, you will be on track towards a higher response generating social media presence. Don’t forget to focus on the basics, though. Treat your professional social media accounts differently from personal media accounts, and always post with your followers, not you, in mind.

If you are working in corporate or team settings, here are some additional ideas for social media for teams.

Please share this article if you liked it.

Tags performance, Social Media

General Social Media

Necessity – Not a Luxury: Digital Integration With Social Media

Post author By Jon Rognerud
Post date May 18, 2015

So you have a social marketing campaign running.

But just having one is not enough.

We’re talking about digital integration: the art of coordinating all of your marketing efforts in order to present a unified and consistent brand to the consumer throughout all of your marketing channels.

So, how do you make sure that your social media offerings are productively integrated with your other digital assets? We’ve got some tips for you today.

Coordinate your social media profiles

One of the first steps is simple enough to be a no-brainer, but people continually seem to get it wrong: you have to keep your social media consistent within social media. This means stretching your brand across each outlet, only allowing for minor variations in theme or context if they’re appropriate for the channel.

Make sure that your color scheme, profile photos, and other details are as consistent as possible. Then, use a tool like TweetDeck to coordinate and schedule your posts to make sure your profiles march in lockstep.

Social media is not an Island

The first rule of digital integration is that no effort is unilateral, and no effort is made in a vacuum. Your efforts on social media are just as much a part of your marketing efforts as any other.

This means that in addition to making sure all of your social media accounts are productively linked, but they should be directly tied to your website or websites, your email marketing, and your search advertising campaigns. Everything needs to be coordinated.

Take your landing pages to the next level

So you’ve got your bespoke landing pages for your paid search campaigns. But do you have them set up for your Facebook, Twitter, and other social media accounts? It turns out that this is very useful, and each media channel needs a slightly tweaked landing page to do its job in the best possible way.

This is basically a continuity problem: since your ads look different on each media channel, the landing page needs to change, too. This is because you don’t want to surprise your users or accidentally make them think you’re taking them for a ride. They need to feel comfortable!

For E-Commerce, consider using tools like Shopify’s Facebook stores so that your landing pages sit on your social profiles, thus eliminating the possibility for click attrition. Once more sales channels are brought into the social media world, landing pages can exist on social profiles, increasing impulse buys and, of course, profit.

Digital integration with social media: no longer a luxury

Once you’ve managed to comprehensively integrate your social media accounts with the rest of your marketing, consumers will be able to travel through your brand channels totally comfortably, without feeling lost. This comfort should translate to increased brand trust, and hopefully, increased conversions.

______________________________________________________________________________

Nick Rojas is a business consultant and writer who lives in Los Angeles. He has consulted small and medium-sized enterprises for over twenty years. He has contributed articles to Visual.ly, Entrepreneur, and TechCrunch. You can follow him on Twitter @NickARojas, or you can reach him at NickAndrewRojas@gmail.com

Tags Social Media

Social Media

Don’t Get Social Without a Social Media Strategy (Facebook)

Post author By Jon Rognerud
Post date February 6, 2015

According to TechCrunch, over 30 million small businesses have active pages on Facebook.

Facebook also reports there are over 645 million views on local Facebook pages with over 13 million comments. It’s easy, and free, for business to get started on Facebook, but that also means you’re in stiff competition to attract a loyal audience. Fortunately it’s not difficult to plan and execute a Facebook social media strategy that works for your business.

Here are some tips to get started:

Setting Up Your Account

Dive into Facebook by creating a business page. Simply log in to your personal account and establish your presence. Follow the prompts and ensure you categorize yourself appropriately so customers can find you. Once you go through the basic set-up, thoroughly fill out your “About” section of your page and add more about your business, website, how to get in touch and some photos.

Establish a Posting Frequency

Don’t just sit back and wait for customers to start commenting, you may never see any traction. Post articles, news, photos and trivia questions to get some activity on your page. Brainstorm with your staff to figure out your posting frequency by determining what times of day your target audience is probably the most active.

Some companies like Walmart post early and often to attract a loyal following.

Meanwhile, Starbucks posts plenty of product photos but their content is sparse. Surprisingly, both strategies work for these conglomerates. In Starbucks’ case, customers seem to pay more attention when there are updates because they’re infrequent. For Walmart, customers get involved through the regular updates and always have the retailer on their social media radar.

Add Photos and Videos

Uploading product photos and videos are a good way to establish a brand with your customers. But there are more ways to post photos and videos than simply uploading a shot of your latest release. Instead, ask customers to upload content in front of your store or holding your products.

Ask people to write in funny captions for their own photos, or to create their own caption for an image you recently uploaded. Give away coupons and freebies to entice your audience to keep engaging and spreading the word about your company. Give bonus prizes for customers who upload a video testimonial.

Make It Useful

Turn your Facebook presence into a resource for customers looking for useful information and tips. For example, the LifeLock Facebook page frequently posts news and articles on identity theft protection that expand past their own brand. LifeLock also posts updates from their blog, like tips on helping seniors avoid scams.

You can also make your Facebook page useful by offering content your customers can’t find anywhere else. Offer coupons, insider sales information and host a free video chat that targets your customers

Encourage Testimonials

Encouraging testimonials means taking the good with the bad. Don’t censor customers who had an unpleasant experience with your company. Instead, encourage unsolicited feedback to gain trust with new customers who want to balance the pros and cons of using your services or buying your products.

Bare Minerals takes a largely hands-off approach to their Facebook page and lets consumer feedback drive traffic.

With over one million likes, the company’s approach is working. They also post frequent sales, updates on events and new product releases to keep their engaged audience informed.

Get Organized

It’s easy to get swept away in the excitement of social media and quickly get lost in the details. Stay organized by creating a social media content calendar. Hootsuite offers examples and tips on how to create one along with downloadable examples.

You can also use the site to schedule your posts for days, weeks and months in advance across all your channels from Facebook to Twitter and Google Plus.

Tags Social Media, strategy, tips

Social Media

3 Big Financial Services Social Media Marketing Rules You Must Not Miss

Post author By Jon Rognerud
Post date November 27, 2014

Social media is massive in terms of impact

Nearly every company has a social media presence.

It is a great way to connect with new clients and continue to develop relationships with them (high net worth prospects, for example). However, those who work in the finance industry may be a bit hesitant to get started. That is because of a set of rules published by the Financial Industry Regulatory Authority–known as FINRA.

Plus, add a little bit of “social media usage confusion”, and it’s enough to stop anybody in their tracks.

These rules are put into place to protect consumers and businesses in the industry. Unfortunately, these regulations can make it hard for financial planning services companies to begin developing a social media presence. These tips will help you when you get started with social media. It is a way to reach out to your prospects and continue to build trust with existing clients.

1. Establish a social media policy

You need to make certain every involved employee (including you!) understands exactly what the social media platforms are used for and how to stay within the guidelines of FINRA. Additionally, go over your policy regularly. Since social media is rapidly changing, you may need to make changes on a regular basis.

2. Inspect social media rules and keep documents current

FINRA requires that each a firm’s written communication is subject to routine inspection (FINRA official). Because of this, it is vitally important that you keep documentation of how social media is being used as well as a listing of URLs of all accounts. There are further requirements; looking further into this section of the regulations can help you better understand what records must be kept.

3. Testimonials are off-limits, but…

It is important that you not make recommendations or suggestions for clients on social media platforms. And, clients cannot boast about your company, and share pages. Because of this, it may be best to use a “soft-sell” approach to social media. A chatty and personal approach that only mentions your services in passing both makes your business approachable and helps avoid making a mistake with regulations. And, when you add education and information marketing to the mix (without the sales hype) it will help to build your reputation. Over time, you’ll attract higher quality clients and more of them if done right.

As a business in the financial sector, you cannot be too careful when working with social media. However, it is an important way to connect with your customers and the “next frontier” of marketing.

Therefore learning how to utilize it without overstepping the regulations put into place by FINRA is vital. The biggest piece of advice is to start slowly and always be vigilant. If you are careful, your social media profiles can be a very positive addition to your company’s online presence. And, you should follow the ‘regular’ online marketing principles of research, analysis and content updates. That includes learning from top wealth management advisors.

In summary

Subjects you need to consider when using social media for your financial services business are:

SEC and FINRA rulings and regulations
Social media marketing strategies for FSI (these must be planned, and built out over time)
Social media policy standards and employee usage
Plan of action for social media policy management
Defining ROI and objectives of social use

Examples: Financial Services Companies That Are Doing Well Using Social Media:
Financial Services Companies That Get Social Media
5 Ways Financial Services Firms Can Use Social Media
Best Use Of Social Media For Financial Services

P.S.
We have been working in the financial services industry for many years now. But, we often see owners and asset managers shying away from social media. They are afraid of getting into trouble. If done right and within compliance rules, social media can help lift your brand and overall visibility.

What do you think?

Tags Financial services, finra, myles edwards, Social Media

Social Media

Social Based Lead Generation – 5 Tips You Should Know

Post author By Jon Rognerud
Post date March 3, 2014

Social media is a treasure trove of lead generation, and many marketers are catching on to the possibilities. According to an infographic by Wishpond, 77 percent of business-to-customer marketers say they have used Facebook to acquire a customer, while 34 percent say the same thing for Twitter. Meanwhile, LinkedIn has proven to be 277 percent more effective than either Facebook or Twitter, according to the infographic. Despite these strong returns, many marketers and business professionals are unsure of the best methods for extracting this value from their social presence. If you’re wanting to turn your social platforms into a wellspring of leads, here are five essential tips.

Start a Conversation

The primary value of social media is communication. For businesses looking to generate leads, this often entails starting and encouraging conversations with prospective consumers. Interactions with online users and their engagement with your social properties can be part of the process of producing a qualified lead. Even one-on-one conversations can have value because of their highly visible nature — on Facebook, Twitter and other platforms, conversations between a business and a potential lead can be seen by other users and increase your company’s exposure, according to Social Media Examiner. And if you’re engaging customers in a positive manner, your superior customer service will continue to bring in leads.

Invest in Social Advertising

For many businesses, lead generation involves paying other companies to produce qualified leads on customers. But many businesses don’t have the financial resources to make this type of investment. An insurance company, for example, might have a limited advertising and lead generation budget, but the success of that business still depends on gathering the best insurance leads available.

Fortunately, social media makes some of this lead generation both easier and more affordable. Social advertising on Facebook, Twitter and other platforms has been developed to provide cost-effective advertising options even for small businesses, according to SteamFeed. And because the targeting metrics of these social platforms can be used to refine your ad exposure, the ads can help businesses generate leads among their most likely consumers. Invest in social ad campaigns scaled to fit your budget, and strong leads should come your way.

Use Prominent Link Placement to Bring Social Users to Your Website

Social properties can generate their own trickle of leads for businesses if they drive traffic from those profiles to your website. Most businesses geared toward generating online leads have websites that feature landing pages, fillable forms and other features designed to appeal to consumers and take in information. SteamFeed recommends building social profiles and pages that prominently feature links back to your website, whether you’re trying to drive traffic to landing pages or other properties. Effective link placement will be easy for consumers to find and use, resulting in greater website referrals and an organic stream of leads.

Streamline Your Web Presence for Mobile Device-Convenience

It can never be overstated that social media and business networking is becoming increasingly more of a mobile experience. Having your website optimized for mobile devices is of utmost importance. And with significant differences in usability between devices — both smartphones and tablets — understanding how your audience connects to your site and social properties is a critical first step. Keeping your site’s technology current is also key as cellular providers are making it easier and easier for users to upgrade. For example, T-Mobile’s JUMP program gives smartphone users the ability to switch devices, and stay current, at any time for an added $10 a month. With each smartphone model offering a slightly different user experience, business owners must pay attention to the target audience and the platforms they’re using to connect.

Activate Your Followers

As Business2Community notes, social media users are typically focused on other interests than making purchases. But this isn’t as big of an obstacle as it may seem for lead generators, because lead generation doesn’t require a purchase. In that sense, businesses can craft content that offers a call-to-action because the immediate goal isn’t transactional — it’s all about opening up a greater line of communication, which social networking is ideal for. When you post and share content — or even put it on your website — include a call-to-action that appeals to your social followers. This simple addition to your social posts can encourage greater engagement and organic leads for your business.

photo credit: woodleywonderworks | cc

Tags lead generation, leads, Social Media

Social Media

How to use Social Media As Your Competitive Advantage in 2014

Post author By Jon Rognerud
Post date January 17, 2014

how to use social media competitive advantage 2014

The past few years have seen the explosion of social media not only in terms of growth and participation, but also in terms of business opportunities for any and all entrepreneurs. While this has been said many times over by so-called experts in the field, not many understand how social media platforms can best serve their business interests.

Nowadays, social media presence is as important as one’s telephone number. Having the basic Facebook page and Twitter account is not enough, though several savvy business people have taken advantage of this medium as a means to expand their business interest. With social media increasing in importance each day, the following are ways to maximize a social media presence in order to obtain results for exposure in both immediate and long terms

Stay on top of Facebook

Since the opening of Facebook ads, there has been a deluge of users, each with their own businesses to promote on the biggest social media platform. Not many understand, though, how best to maximize one’s page amongst the millions of pages online. This is done through the use of Facebook promotion and campaign strategies, which allows you to manage a promotions, advertisements, pages, groups, etc. through a centralized, monetized system. Learning this system and using it to your advantage is the best way to grow your business using Facebook.

Blogging and Websites

Many business owners think that they need to operate their own website or blog for their business. This maxim still holds true but the best visibility comes when the site ranks high on search engines such as Google and Bing. This is done through increasing networks with other websites through link exchanges, mentions and reviews on their site. Through the increase of visibility on other websites, one’s own website through redirects and links will rank high in search engine results.

Be in Control of Communication

Another way to utilize social media for one’s advantage is through direct communication with customers on social platforms themselves. In this way, one reaches out not only to current consumers but also other potential consumers on the site. Because of the openness of these venues not only for advertising but also for customer relations, many businesses can expand their clientele in a short period of time.

Multiple Platforms

The social media universe is ever expanding. Aside from Facebook, there is Twitter, Pinterest, Instagram, Snapchat and many others platforms. While one can open accounts in every single one, finding the right one to search and reach out to your target demographic is the most efficient manner in maximizing this activity. Thus, learning about the users of specific social media platforms would help in focusing one’s advertising activities in this area of the universe.

Stay Updated

The social media universe is very dynamic and constantly changing. Each day, a new app or even a new platform is unveiled into the market. Thus, it is important, to stay updated and be kept abreast on the developments in technology as well as social media processes. This is done through reading the news as well as putting one’s ear to the ground as to discover the next burgeoning trend in social media.

This much is clear: everyone now has a social media account, especially entrepreneurs and business people. Just having one, though, is not enough to maximize its value as well as become a competitive advantage for one’s business. Following the tips above can surely provide one’s business a leg up in 2014.

Camille McClane is a freelance blogger and infographics designer located in Southern California. She loves writing on all-things tech and social media, and loves interacting with like-minded writers. She frequently contributes to the blog of HostPapa, a hub for media content info and more. She hopes you enjoy this article!

photo credit: daniel_iversen | cc

Tags 2014, Social Media, strategies

Social Media

How To Build A High-Performance Social Media Team

Post author By Jon Rognerud
Post date October 17, 2013

Marketing a company’s logo and products on social media makes it easy and affordable to promote brands. Social Media Today reports that over 90 percent of all marketers use some type of social media for their business promotions.

This reflects the ease and convenience of social marketing, but also the changing demographics of social networks: more middle-aged consumers with greater purchasing power utilize these networks than do teenagers and young adults.

A company looking to capitalize on social media marketing can put together a “dream team” of professionals in order to get optimal results.

Social Management

Consider social marketing more than an offshoot of a marketing department. Think of it as its own branch of the company. Unless you can count the number of workers you employ on one hand, selecting a manager or coordinator for social marketing helps to keep every blogger, Tweeter, and Instagrammer on the same page.

A manager should understand both digital and physical communication, be capable of using Pinterest to display images while printing off hard copies and using a postage meter to send them through snail mail. Much of their time will be spent sending memos or letters through postage as the employees under them work online.

The UK-based business advisory group of SalesForce suggests that your manager have better organizational and project management skills than social media skills, since the latter can be found more easily than the former.

The Numbers Guy

Any company, no matter its size, has heard the term “ROI” so often that it may as well be tattooed into an owner’s forehead. This metric has great value because numbers do not lie about which departments and products pull their weight.

You need not hire a financial analyst to study minute changes to YouTube video viewership, but Mashable urges a company to include a person in their social media team that understands the statistics of social media and the value of measuring performance.

Seek out candidates, internally or externally, who combine business skills with digital acumen in order to determine the social media campaigns that need a shot in the arm and the ones that have been performing above expectations.

Visuals

If you believe that the Internet generation’s attention span has denigrated due to the instant availability of information, a picture in your social media circles can be worth much more than one thousand words (or 8.54 Tweets).

The images you produce and display on social media need to be much more polished and professional than the written content, since only a little bit of the written content will be consumed while the pictures become scrutinized.

Hiring a visual designer to work with photos and videos helps to maintain a strong image of company and products. Spark Growth Partners recommends that companies maintain no fewer than four separate visual-imagery social networks in order to quickly and easily market pictures.

This does not take into account video social media like YouTube and Flickr; choose a candidate with experience shooting and editing both still photos and video.

photo credit: francistoms | cc

Tags Social Media, social media plan

Analytics

Big Data Analytics And Social Media – The Hype And The Promise

Post author By Jon Rognerud
Post date August 4, 2013

Big Data and What You Can Do With It

The amount of data in our world has been exploding. Eric Schmidt at Google has stated: “Every 2 Days We Create As Much Information As We Did Up To 2003“. (Techcrunch).

Imagine the scope! And, analyzing large data sets, called Big Data, is becoming a large basis of use for businesses and their competitors alike. “Data” is important to every aspect of business. However, data is especially powerful to those seeking to leverage search, social, mobile, local, video, marketing and emerging technologies to compete, provide actionable intelligence to executive teams, provide better customer experiences and earn more market share.

Big Data is a term often associated with Fortune 500 and 1000 companies because these enterprises often have greater resources to invest into the collection and analysis of data. If you’re a social media “expert” and you don’t know the connection between Big Data and Social Media, then you should sit up and take notice.

Social Media by the Numbers – Twitter/Facebook

The popularity of social networking has dramatically increased in recent years. Today, there are more than 1.11 billion Facebook users and 500 million Twitter accounts. This growth has led to a rise in the amount of data created daily, with Facebook reporting 665 million active users each day. Moreover, with the increased interest in Big Data and the capabilities it provides, everyone is suddenly interested to discover exactly what it can do for their business.

With the growing prevalence of users to post an abundance of information about their everyday lives, it provides businesses an opportunity to monitor the data and identify patterns of behavior in individual users. However, due to the vast amount of data produced by social networks on a daily basis, the analysis of this information cannot be performed with a mere software algorithm; rather it must be done using Big Data analytics.

What is Big Data?

Big Data is a collection of both structured and unstructured data sets that are so immense, ranging from a few dozen terabytes to several petabytes. The data is beyond the ability of regular software tools to capture, manage, and process it within a reasonable period of time. Unstructured data, which constitutes around 90 percent of Big Data, is made up of emails, social media posts, tweets, videos, mobile phone calls, and website clicks. The Interwebs provides gargantuan user-generated content (UGC). Structured data makes up the remainder of Big Data and is information contained in databases.

Big Data Analytics is where businesses derive new meaning from new data sources. New, meaning that was never practical to discover before. This could be because of scale, data formats, the distribution of data in many locations, or the fact that no one thought of looking before – or how to make use of it in the first place. It is easily as much a new mindset as it is new technology. Executives and technologists are continuing the discussion, but real world applications are now put to use. Tableau Software provides analytics in the cloud right now.

Who are the Largest Players in Big Data?

A science team at a leading edge technology firm that leverages massive Twitter historical data and many other social media datastreams – @datasift – analyzed the social interaction around big data in 2012. The result was shown in the big data social media infographic. The top five big data related tweets were Apache, 10gen, IBM, HP and Teradata. And, when it comes to big data services and infrastructures, don’t miss The Big Data 100.

Why Should Businesses Care?

Businesses must care about Big Data so they can learn what to offer, to whom, when to offer something new, and what channels to use. It can also help them know if they can handle problems themselves or they need to get outside help, which competitor might be winning. Shareholders and upward moving company stock prices will reflect victories in this area. Big Data will be the one of the most important things for business since the Internet due to the business insights that it can provide. However, a small mom-and-pop business may not use at this massive scale, but can get social media analytics and reports from tools like Hootsuite today.

Big Data and Social Analytics

Historically, data analytics software hasn’t had the capability to take a large data set and use it to compile a complete analysis for a query. Instead, it has relied on representative samplings or subsets of the information to render results. That approach is changing with the emergence of new Big Data analytics engines, such as the opensource Apache Hadoop.

Hadoop processes large caches of data by breaking them into smaller, more accessible batches and distributing them to multiple servers to analyze. Hadoop then processes queries and delivers the requested results in far quicker than old‐school analytics software—most often minutes instead of hours or days. Hadoop and other such systems provide complete looks at big data sets, instead of a team of analysts spending days or weeks preparing the parameters for data subsets and percent samplings.

Generate and Analyze

So with this overload of data, you must understand how it can be analyzed. Keep in mind the difference between just “data” and the “right data” – data that drives actions. With social media, it can be confusing as to which data is “right,” but again, focus on data that drives actions – either a change in business processes or a change in behaviors. The key to fostering the growth of social media and Big Data is understanding how to make each work individually – one to generate the “right data,” and the other to process and analyze the data.

By using specific social media monitoring platforms such as Radian6 and Buddy Media, you are half way there and can take this data and use the specific results to drive campaigns. You can appeal to the masses by tracking trends, addressing consumer concerns through their feedback, and identifying key influencers who can become brand advocates. These are all excellent ways of using the power of big social media data analysis. Big data analytics platforms like Paraccel may be considered for larger enterprises.

Experience the Power of Data

If you’re actively working on any digital aspect of a brand without the benefit of data, you’re just wasting your time. In this digital age, it is essential to identify trends and opportunities. Now, more than ever, data will play a vital role in every aspect of business. Data always has been a goldmine for marketers (strategy, social, search, SEO, PPC, PR).

However, it’s safe to say that the anticipated growth of data and emerging use of unstructured data are game-changers. Working with Big Data and Social Media will only lead to greater success as technology continues to advance. Those who recognize and embrace the power of this mountain of data early on are most likely reap the most rewards.

You can learn more about digital analytics and big data from our analytics primer.

Tags analytics, big data, Social Media