Relevant to: Demand Acceleration Platform | Social Integrations
Social metadata is system generated data that is collected from the originating social platform (LinkedIn or Facebook), which can be used for lead routing and tracking. See Social Metadata Overview for more information, including a full list of available metadata fields and features.
This article explains how to send social metadata as part of lead data to your outbound integrations.
In this article
Finding and copying social metadata token(s)
| You can add social metadata tokens to an Integration at any time. If the Source has already launched, collected leads and posted out to an integrated Marketing Automation or CRM system, metadata will be included with all leads that are posted out or reposted going forward. |
1. In the Social Source, go to the Integrations tab. Hover over an existing integration box and click on the Settings icon.
The example used in the following steps shows a Marketo integration, however these instructions are also valid for Outbound Form and HTTP Raw integrations.
2. This will open the Available Tokens sidebar. Use the dropdown menu and click on Social Metadata.
3. Locate the field you would like to use from the list and click the Copy Markup icon to copy the corresponding token to your clipboard.
Alternatively, view all the tokens at once by switching off the Friendly Names toggle. From there you can manually select and copy tokens.
| With the token now copied to your clipboard, follow the instructions below (specific to your Integration type) to paste and insert the metadata field accordingly. |
Adding social metadata token(s) to Marketo REST integrations
1. Click on Mapping to reveal the available options.
2. Click on Add Field.
3. In the new field, click the dropdown arrow in the first column and select Custom Field.
4. In the Output column, click the dropdown arrow and select the Marketo field where the metadata should be posted. In the Custom column, paste the value of the copied token.
5. Repeat the steps above to create fields for all the metadata that should be sent to Marketo.
You can add other additional text or tokens in the text area too:
| Example tokens | Value sent to Marketo |
{{append.social.formid}}
|
1284071324187800 |
Form ID: {{append.social.formid}}
|
Form ID: 1284071324187800 |
This is a Form ID Field: |
This is a Form ID Field: 1284071324187800 |
Adding social metadata token(s) to Outbound Form integrations
1. Click on Mapping to reveal the available options.
2. Click on Add a field mapping row....
3. In the new field, click the dropdown arrow in the first column and select Custom Field.
4. In the Output column, click the dropdown arrow and select the field where the metadata should be posted. In the Custom column, paste the value of the copied token.
5. Repeat the steps above to create fields for all the metadata that should be sent to integrated system.
You can add other additional text or tokens in the text area too:
| Example tokens | Value sent to integrated system |
{{append.social.formid}}
|
1284071324187800 |
Form ID: {{append.social.formid}}
|
Form ID: 1284071324187800 |
This is a Form ID Field: |
This is a Form ID Field: 1284071324187800 |
Adding social metadata token(s) to HTTP Raw integrations
Add metadata token to the Headers or Body section.
Follow the syntax for your HTTP raw integration, identify where you would like the metadata to populate. Paste the copied token into that field.
Repeat the steps above to add all tokens to output fields as needed.
You can add other additional text or tokens in the text area too:
| Example tokens | Value sent to integrated system |
{{append.social.formid}}
|
1284071324187800 |
Form ID: {{append.social.formid}}
|
Form ID: 1284071324187800 |
This is a Form ID Field: |
This is a Form ID Field: 1284071324187800 |
Testing your Source integration with social metadata tokens
Once your social metadata tokens have been added to your Source integration, we recommend sending a test lead from LinkedIn and/or Facebook to confirm your set-up.
- Confirm your Social Source set-up is complete, including social tokens within your Integration tab, click Launch.
- Send a test lead from LinkedIn or Facebook.
- For LinkedIn: Send a Test Lead in Campaign Manager
- For Facebook: Lead Ads Testing Tool
- Review your test lead data within the Demand Acceleration Platform and your Marketing Automation or CRM system to confirm.
We recommend waiting to promote content in LinkedIn until after your Social Source has been tested and confirmed prevent leads from being collected before your systems are ready.
| When testing your Source integration using the Demand Acceleration Platform sandbox test modal, test social metadata will not populate. Although social metadata fields will appear blank in this test post-out string, they will still populate correctly when real leads are processed. We recommend using the above test method to send test leads directly from LinkedIn and/or Facebook. |
Frequently Asked Questions
Why is social metadata not appearing when I test my integration?
Social metadata will not populate when testing your outbound integration using the Demand Acceleration Platform sandbox test modal. Although social metadata fields will appear blank in this test post-out string, they will still populate correctly when real leads are processed.
We recommend sending test leads directly from LinkedIn and/or Facebook. See Testing your Source Integration with social metadata tokens above for instructions.
What if I need to map to another data point based on a piece of metadata? (eg. Form ID to Asset Downloaded)
To map to another data point:
- Create a list of all metadata values (eg. Form ID).
- Create a mapper for the corresponding values you wish to be passed instead (eg. Asset Downloaded).
- Navigate to your Social Source's outbound integration and apply your mapper to the field you wish to pass that new mapped value into your Marketing Automation or CRM system.
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