Utilizing social media for lead generation

Adjitesh Prakash, Simon Caton, Christian Haas

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Scopus citations

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.

Original languageEnglish (US)
Title of host publicationProceedings of the 52nd Annual Hawaii International Conference on System Sciences, HICSS 2019
EditorsTung X. Bui
PublisherIEEE Computer Society
Pages2304-2313
Number of pages10
ISBN (Electronic)9780998133126
StatePublished - 2019
Event52nd Annual Hawaii International Conference on System Sciences, HICSS 2019 - Maui, United States
Duration: Jan 8 2019Jan 11 2019

Publication series

NameProceedings of the Annual Hawaii International Conference on System Sciences
Volume2019-January
ISSN (Print)1530-1605

Conference

Conference52nd Annual Hawaii International Conference on System Sciences, HICSS 2019
Country/TerritoryUnited States
CityMaui
Period1/8/191/11/19

ASJC Scopus subject areas

  • Engineering(all)

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