Social Media: The Social Graph Breaks Free
So even if you're not able to penetrate the conversation flow on Twitter or Facebook to reach enough of your users, you still can take advantage of the potential of social graph data. It can help you more precisely value impressions in real-time bidding systems and also continuously refine your audience modeling and segmentation for better results going forward. While it does not negate social media marketing—relationships with brand enthusiasts won't stop being valuable—it does have the potential to make your media buys much more effective and efficient. It might even help you learn things about members of your audience that they didn't know themselves.
Israel Mirsky is director of marketing at [x+1], a predictive marketing solutions firm based in New York. He can be reached at firstname.lastname@example.org.