Utilizing Social Media For Lead Generation

Abstract

Social Media is the most prevalent platform for communication, forming and maintaining professional as well as social relationships. The growth of platforms and the exponential rise in the user base of social media websites like LinkedIn, Facebook and Twitter, is evidence of their widespread acceptance. They pose many opportunities for businesses to exploit this facet of digitally mediated relationships, for example spreading awareness about the business and engage with prospective customers. The focus of this research is on the use of social media to identify relevant profiles or "leads" for a business in sourcing new employees, or collaborators. The paper utilizes data from social networking sites Twitter and LinkedIn and presents an automated approach for the discovery of leads. For the considered business cases, Twitter was found to be irrelevant for lead generation due to its emphasis on personal vs. professional user positioning. The presented final approach utilizes only four attributes from LinkedIn users' profiles to generate high quality leads, and is tested for robustness to variations in input data, different business contexts and vulnerability to noise in the input data. The results show the robustness and consistency of the presented approach to generate leads despite utilizing a small subset of features.

Digital Marketing on LinkedIn: In-Depth Strategies for Lead Generation

“…Utilizing LinkedIn for lead generation involves leveraging social media platforms to establish and maintain professional relationships (Prakash et al, 2019). This aligns with the trend where social media, including LinkedIn, has become a primary platform for communication and relationship building in both professional and social contexts (Prakash et al, 2019).…”

“…Utilizing LinkedIn for lead generation involves leveraging social media platforms to establish and maintain professional relationships (Prakash et al, 2019). This aligns with the trend where social media, including LinkedIn, has become a primary platform for communication and relationship building in both professional and social contexts (Prakash et al, 2019). LinkedIn's structured and unstructured data provide valuable insights for lead generation and networking, making it a valuable tool for businesses seeking to attract and convert potential customers (Spilotro, 2023).…”

Impact of Social Media on Sales Funnels in B2c and B2b Segments in the Republic of North Macedonia

“…However, there is limited research available on this type of social media sales funnels for lead generation. Caton & Haas (2019) research on the subject has focused on a potential customer/employee point of view, introducing a methodology of seed profiles to better filter lead data. On the other hand, the research of Wilcox and Sussman (2014) has proven that SNPs have a significant impact on final conversion rates, even though their data is based on website conversions as the typical final stage.…”

Profiling Online Social Network Platforms: Twitter vs. Instagram

“…Several studies have also demonstrated the potential of OSN in defining people's sentiments about events, incidents, products, and services [41]. The potential of Twitter as a platform for improving awareness over variables of interest and thus supporting a more informed decision-making process has been highlighted in the literature for different areas, such as earthquake detection [46], influenza virus epidemics [1] [6], disasters [14] [25], elections [21], mobility [10], organizational issues [43], or crimes [33].…”