Data Enrichment

The process of enhancing and supplementing raw data acquired from social media platforms with other, more revealing information to make it more valuable and meaningful for decision-making is called data enrichment. Social media provides certain basic data points, such as usernames, profile data, and a variety of interaction types—likes, shares, comments, followers, etc. These data points can be combined with a wealth of external sources or with sophisticated analytical tools to create a comprehensive profile or to find other hidden patterns and contexts that are more revealing of the division's central tendencies.

For instance, one kind of data enrichment involves integrating social media analytics with a number of types of demographic data to make the social media platform a more robust engine for creating user personas. Another type of 'enrichment' might involve using the platform itself to divine the basic psychographic segmentation of the audience. Still another might look for the 'sentiment' associated with various communication forms.