Build and Reap the Benefits of Social Media Databases

It's really hard these days to find a marketing discussion that doesn’t include the phrase “social media.” But it's also really hard to find a case study of someone who created a social media database and then measured return on investment based on the data in that database.

A social media database houses information about social media customer behavior. Take Twitter, for example: Every time a new user decides to follow your Twitter presence, you enter that user in your database. You enter the user name, date the user began to follow you and any biographical information about the user.