John Elkaim recently wrote a blog about how social data has changed the marketing landscape. There has been a decline of mass media as social media has become rampant. Social media and consumers sites such as Facebook and Amazon are collecting social and consumer data from their users. The three main steps in this process involve data collection, data segmentation, and converting it into consumer insights. An example of a company who uses this process effectively is Google. Google collects data using cookies on what individuals search and the websites users visit. Then, they compile the data and analyze it in order to find 
patterns that they can use for advertising. Amazon also collects data that they convert into valuable information. When you visit their website and search for a particular book, your search results are accompanied by a list of others books. This list of books is what other users have purchased when purchasing the searched book. Amazon is betting on user behavioural patterns for additional sales. This trend is likely to continue as other companies, such as Safeway with their club card, convert collected data into consumer insights and utilize it in their segment specific marketing strategies.
Another article about social media marketing: http://www.cmswire.com/cms/customer-experience/social-media-marketing-how-big-data-is-changing-everything-022488.php