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Social Data

Get the most out of your social media platforms by learning about social data. Discover what to look for, ask questions and share tips in the community.

  • 148 Topics
  • 386 Replies
148 Topics
Max Pete
Community Manager
Max PeteCommunity Manager
 Social Data
Anna Larson (@msannagrace), Director and Strategist at Flint Group
How Flint Group replaces guesswork with a test-and-learn social strategy

Six years ago, public relations and social media operated on completely separate teams at Flint Group, a full service agency based in Fargo that spans traditional and non-traditional channels. As the landscape evolved, the agency recognized how much more powerful the work became when PR and social disciplines joined forces. Today, those pros sit on one integrated PESO (Paid, Earned, Shared, Owned media) team, allowing them to move faster, identify opportunities earlier and build connected campaigns that drive deeper impact for Flint Group clients.Anna Larson (@msannagrace), Director and Strategist at Flint Group, views social media as one piece of a larger marketing ecosystem. By anchoring their strategy in Sprout Social’s platform, the agency uses real-time social intelligence to build awareness, strengthen loyalty and manage brand reputation from the very start of every campaign.Honoring expertise through dataFor Anna and her team, great marketing requires a test-and-learn mindset an

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Max Pete
Community Manager
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nicole.camposTagged Tendril
 Social Data
Max Pete
Community Manager
Max PeteCommunity Manager
 Social Data
Madison Moore from Datadog
How Datadog layers social intelligence into corporate strategy

In our recent conversation with Madison Moore, (​@madison.moore) who leads social at Datadog, we looked at how a background in journalism and a focus on community can transform social from a reactive channel into a decision layer for the entire business. Madison manages social for a growth-oriented tech organization where the volume of content is high and the audience is deeply technical. Her success comes from positioning her team as a consultative partner across the organization, one that uses real intelligence to show the business how social actually impacts their bottom line.Here is her blueprint for moving beyond vanity metrics to become a trusted advisor for executive and technical teams alike.Moving from reactive to proactiveLike many practitioner-leaders, as she’s progressed her career, Madison’s remit on social media has evolved from simply managing a feed to leading entire communications strategies. With a background in journalism, she views her role as a storyteller who must

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baraica
HVCB Market Insights
HVCB Market InsightsTagged Tendril
 Social Data
Destination Marketing Organization Collective

 Aloha kākou!I am with the Hawai‘i Visitors & Convention Bureau and I'm hoping to connect with other Destination Marketing Organization (DMO) users here in the Arboretum community. Tourism and destination marketing comes with its own quirks (seasonality, multi-stakeholder messaging, partner co-marketing, visitor vs. resident audiences, etc.), and I'd love to trade notes with people navigating similar challenges in Sprout.A few things I'm curious about:How are you structuring listening topics or queries to capture destination-specific mentions (e.g., informal place names, neighborhood nicknames, or misspellings of your destination)? Have you found effective ways to separate visitor sentiment from resident sentiment in your listening data? How do you use listening to track sentiment around specific attractions, events, or seasonal campaigns? Any tips for filtering out noise from unrelated topics that happen to share your destination's name (a common issue for cities/regions with comm

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Max Pete
Community Manager
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shanze.khanTagged Tendril
 Social Data
Max Pete
Community Manager
Max PeteCommunity Manager
 Social Data
The Intelligence layer: How Rubrik and Equinix scale global social strategy
The Intelligence layer: How Rubrik and Equinix scale global social strategy

Insight-led social strategy is no longer just a supporting act; it is the primary signal that dictates how global enterprise brands move. When social data is integrated directly into the business framework, it evolves from a localized channel into the strategic glue that validates creative intuition and drives executive-level decisions.In our recent Breaking Ground event, we took an inside look at what it’s like to take a seasoned social presence and turn it into a consistent, insight-led community. This session featured Caleb Tolin, (​@calebtolin) Senior Manager, Global Social Media and Content Strategy at Rubrik, and Michael Pranikoff, (​@Michael Pranikoff) Director of Global Social Media at Equinix. Together, they redefined how social has moved from an add-on channel to a primary driver that often leads the entire business conversation.For global enterprise brands, the stakes are high. Caleb and Michael have spent years evolving their programs from reactive monitoring into strategic

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Max Pete
Community Manager
Max Pete
Community Manager
Max PeteCommunity Manager
 Social Data
Stephen Glasco from Tag
The Intelligence-Led Agency: How Tag Integrates Social Data into Global Production

In the modern marketing landscape, social data is often trapped in retrospective reports. But for Tag, data is a pre-production signal. In a recent Sprout Sessions feature, Stephen Glasco (​@stephen.glasco), Senior Director of Social for Tag Americas, shared how Tag is moving Social Intelligence upstream to drive a global creative ecosystem.By integrating Sprout Social’s robust data directly into Tag’s world-class production framework, Tag Social has transformed from a localized service into a strategic lead for global enterprise brands.Social as the Strategic GlueFor Tag, Social Intelligence is the essential link between cultural shifts and brand relevance. By leveraging Sprout’s insights, the Tag Social team ensures that every creative idea is validated by real-world audience signals before a single asset is produced.“Social Intelligence is the glue that holds a good strategy together. By the time a concept reaches a CMO, it isn’t just a creative intuition—it’s a data-backed business

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Max Pete
Community Manager
Max Pete
Community Manager
Max PeteCommunity Manager
 Social Data
Social Intelligence Awards by Sprout Social
Nominate yourself or your team for the Social Intelligence Awards

It’s time to get the recognition you and your team deserve. We are looking for the visionaries in our community who have moved beyond basic metrics to uncover deep insights, scale proactive care and drive measurable ROI. This is your stage to showcase how you’ve turned social data into a business superpower.Once you submit your nomination, an elite panel of experts—including Sprout Social leadership and industry SMEs—will review your entry. We’ve designed a human-centered selection process to ensure the most impactful stories defining the future of social intelligence take center stage.Nominate yourself hereUnlock exclusive winner perksWinning a Social Intelligence Award is about more than just a trophy for your desk. Winners will receive:A custom physical award and media kit to share your success. A featured customer success story highlighting your team's hard work. A 1:1 strategy session with a member of Sprout’s Executive Leadership Team.Beyond the perks, these awards kick off a lon

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Max Pete
Community Manager
kristin.thomasGPTW
kristin.thomasGPTWTagged Tendril
 Social Data
Max Pete
Community Manager
Max PeteCommunity Manager
 Social Data
Julia Salume from Moburst Customer Spotlight
How Moburst scales influencer marketing through high-accuracy data

In our recent conversation with Julia Salume (​@juliasalume), Head of Influencer and UGC at Moburst, we pulled back the curtain on the high stakes of influencer data and the breaking point that happens when the numbers stop making sense.Julia leads the influencer and UGC strategy for Moburst, a global agency that lives and breathes data. Her success in scaling their practice didn't come from just finding more creators—it came from reclaiming the hours her team was losing to an administrative manual tax. By trading fragmented spreadsheets for high-integrity data, Moburst has managed a 71% increase in campaigns while simultaneously decreasing sourcing hours by 33%.Here is her blueprint for how to scale an influencer practice without sacrificing data quality or team sanity in the process.Accuracy over adminMoburst knows that their clients value transparency over marketing fluff. For Julia, the turning point came when their previous platform began reporting impossible engagement rates. Upo

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Laura Porcincula
sdtitmas
sdtitmasTagged Tendril
 Social Data
Laura Porcincula
Laura PorcinculaFormer Community Manager
 Social Data
What we actually mean when we talk about Social Intelligence
What we actually mean when we talk about Social Intelligence

Social Intelligence is a term that gets thrown around a lot in our industry, often wrapped in enough buzzwords to make anyone's head spin. But at its core, it’s a straightforward concept that elevates our work to the rest of the business.Simply put, Social Intelligence is the process of taking the massive amount of noise on social media and turning it into clear, actionable instructions for your entire company. It’s the difference between telling your boss people liked a post, to telling them the market is shifting toward a specific need—and what to do about it.To understand how it works, it helps to look at the flow from a single comment to a business decision:Social Data: This is the raw material. It’s every post, tag and comment happening right now. Social Analytics: This is where we look for the ‘what’ within our own social profiles and activities. We identify quantitative patterns in performance of our social media execution, like which topics are gaining engagement from our posts

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Laura Porcincula
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matt.wallaceTagged Tendril
 Social Data
Max Pete
Community Manager
Max PeteCommunity Manager
 Social Data
From guesswork to growth: How Crafty built a data-driven content engine
From guesswork to growth: How Crafty built a data-driven content engine

In our recent conversation with Amber Nicole Alston (​@Amber.Nicole.Alston) Sr. Brand & Content Marketing Manager at Crafty, we explored how a fast-growing, tech-enabled operator moved from instinct-driven content to a scalable, data-backed social strategy. While Sprout powers Crafty’s social insights, the real story is how Crafty uses that data to shape how it shows up to customers, prospects, and future employees.This is a unique, two-way story of engagement: while Sprout powers Crafty’s social strategy, Crafty powers Sprout’s on-site workplace experience through food and beverage. Together, it highlights how brands can shape how people connect and experience the workplace, both online and in the physical workplace.Amber leads and manages the social ecosystem for Crafty, a national office food and beverage provider delivering workplace food programs and fully managed office pantry services. Her success in scaling Crafty’s digital footprint—highlighted by a 1,915% increase in enga

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Amber.Nicole.Alston
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lauren.oxfordTagged Tendril
 Social Data
Accounting for Viral Posts in Reporting

Hi everyone! I work for a local municipality and help oversee the strategy for 20+ social media accounts across different departments.Each month, I report to our executive team on the previous month’s top‑performing posts. Recently, they’ve asked for more context, specifically average impressions per post, average clicks, average shares, and so on.Here’s where I’m stuck: How do you account for viral or unusually high‑performing posts when reporting through Sprout Social? I know I can exclude posts using tags, but I’m trying to figure out the best way to define what counts as “viral” so I can set a consistent baseline.Our accounts vary a lot, which makes this tricky. For example: In 2026, our Police Department had 16 Facebook posts with 300K+ views and 27 with 200K+ views out of 367 total posts. Meanwhile, our City Hall account only had two posts above 200K views out of 194 total, but one of those hit 2.4M views. My goal is to exclude anything that is clearly out of the ordinary so ou

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Max Pete
Community Manager
Max PeteCommunity Manager
 Social Data
Is Social Intelligence finally getting its seat at the table?

Hey folks,At Sprout, we’re currently deep in research for our upcoming Social Intelligence Report. We’ve got the quantitative data, but now we’re looking for the "meat" behind the numbers—the real stories from the people building these functions in the trenches.We want to spotlight the mastery within this community. To get the conversation started, we’d love to hear your thoughts on two shifts we’re seeing:The "Boardroom" Translation: What is your go-to strategy for translating social metrics into business outcomes that executives actually care about? The Cross-Functional Mix: In your experience, where does Social Intelligence "live" best? Is it Marketing, Strategy, or a hybrid team we haven't named yet?If you have a hot take or a proven framework, drop a comment below!We’ll be reaching out to a few of you who just get it to dive deeper and help us lead the industry forward.Can't wait to see how you’re all leveling up the social function.

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Max Pete
Community Manager
sdtitmas
sdtitmasTagged Tendril
 Social Data
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erin.stormTagged Tendril
 Social Data
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bri.hoomesTagged Tendril
 Social Data
Anna Laura McGranahan
Anna Laura McGranahanOptimized Oak
 Social Data
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nicole.walkerTagged Tendril
 Social Data
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madison.buckTagged Tendril
 Social Data
Meta ads receiving leads from areas outside of targeting

I’m running into the issue of GA4 tracking leads from states/locations that aren’t anywhere near where we’re targeting on Meta. I’ve even checked where Meta is getting impressions and it’s only the states/locations were targeting so I’m not sure how this keeps happening. The ads are a special category so there’s only so much I can do to ensure we’re getting the right people but my client is frustrated that so many paid social leads are unusable due to being out of area. I let them know that it’s a possibility that people are using VPNs and that could be why we’re getting leads not within our target locations. Is anyone else experiencing this issue or know what else I can be doing to limit this?? I don’t have audience expansion on either. 

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emma.peneguyBoosted Blossom
 Social Data
kate.meyers emery
kate.meyers emeryInsight Ivy
 Social Data
jill.lim
jill.limTagged Tendril
 Social Data
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