We are currently trying to figure out a way to capture social media data and how to use it in Marketo. Does anyone do this currently? If so, how do you capture the data and how are you using that data?
We track leads that come from social media using urls. We have programs for platforms like LinkedIn and have a smart campaign that says if a lead fills out a form on any page with linkedin-organic, for instance, in the url, give LinkedIn program the credit.
We use UTMs on our social links and track them in Marketo via filters of the UTM parameters 🙂
Depends what you mean by "social media data".
As others have noted you can capture parameters of new leads on Marketo landing pages, or capture details that people consent to giving you via LinkedIn lead gen forms / Facebook lead gen forms. But you can't take data on likes and comments and put that into Marketo as an interaction, if that's what you mean.