Embodiments of an information management system and related methods are disclosed. In some embodiments, the system receives from an advertising platform advertising criteria characterizing intended customers or their activities, such as their locations. To identify the intended customers, the system collects social media contents and metadata from social media networks or social media data collectors. The system can enrich the social media data with geotags and other information, and it can adjust the advertising criteria for better characterization of the intended customers or easier matching with the social media data. The system examines the enriched social media data with respect to the adjusted advertising criteria to identify social media users who satisfy those advertising criteria. Next, the system makes available the IDs or additional data of the identified social media users to the advertising platform, which can then advertise to these social media users though the social media.
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