In all marketing communications, good data makes for great decisions. However, on social media sites like Facebook, Twitter, and Instagram truthful self-representation can be a challenge. When the audience is likely to be unknown, users try to present a socially aspired self-image to be ‘popular. Studies show that honest self-disclosure is generally more emphasized in real life and is different online therefore communication strategies need to consider this when identifying stakeholders. This article provides some technical data on how users are identified for predictive modeling.