Abstract: Provided are systems and methods for managing an entity's social graph including integration between advertising network management, social customer relationship management (CRM), and social media management. The system can include a social engagement engine for analyzing data from both CRM systems and advertising monitoring and management systems. The social engagement engine can be configured to segment the received data and discover insights into the social graph describing the entity's contacts. Insights developed from advertising, CRM data, and third party data can then be used to optimize advertising strategies. In some examples, the insights into an entity's connections can be used to optimize CRM strategies. CRM strategies can be employed to strengthen ties to existing customers, identify valuable customers, and recapture lost customers by delivering offers and/or opportunities to customers.