TY - GEN
T1 - Utilizing social media for lead generation
AU - Prakash, Adjitesh
AU - Caton, Simon
AU - Haas, Christian
N1 - Publisher Copyright:
© 2019 IEEE Computer Society. All rights reserved.
PY - 2019
Y1 - 2019
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85108293835&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85108293835&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:85108293835
T3 - Proceedings of the Annual Hawaii International Conference on System Sciences
SP - 2304
EP - 2313
BT - Proceedings of the 52nd Annual Hawaii International Conference on System Sciences, HICSS 2019
A2 - Bui, Tung X.
PB - IEEE Computer Society
T2 - 52nd Annual Hawaii International Conference on System Sciences, HICSS 2019
Y2 - 8 January 2019 through 11 January 2019
ER -