As a public relations student, I hear constantly about using social media for outreach. Professors lecture on nearly a daily basis about finding an audience and generating messages that resonates with them. But it often feels like a crapshoot, choosing the right content with a vague goal of “going viral” to measure success. Even when you get lucky and hit the jackpot (a few million shares or a thousand clicks, or whatever your metric of choice is), most marketing and PR departments face the scrutiny of the bottom line—how do those metrics generate revenue? And yet, even as far back as 2014, almost nine out of every ten companies reported using social media for marketing. In 2017, social media advertising was a $32 billion business. Clearly companies see the value in this platform. But in the era of data-driven campaigns and maximizing efficiency within marketing and PR departments, how can brands use existing data from their CDPs to succeed in social media campaigns?