[Good Read] Social Media Data: The Benefits of Friends

ShareThis, which has content-sharing buttons on over 1 million Websites, collects as much as a terabyte of social data every day.Earlier this year, it took the search terms from skin care brandMederma — stretch marks, dry skin, scar tissue and others — andidentified people who had viewed related content, shared it orreceived it. ShareThis then built an audience segment of 12 millionwith the DoubleClick Ad Exchange. Frequent sharers were seven timesmore likely to view a Mederma coupon than the less-specifiedaudience of previous campaigns.

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