Quotation Prakash, Adjitesh, Caton, Simon, Haas, Christian. 2019. Utilizing Social Media for Lead Generation. In Proceedings of the 52nd Hawaii International Conference on System Sciences, Hrsg. HICSS 52, 1-8. USA: None.




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.


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Status of publication Published
Affiliation External
Type of publication Contribution to conference proceedings
Language English
Title Utilizing Social Media for Lead Generation
Title of whole publication Proceedings of the 52nd Hawaii International Conference on System Sciences
Editor HICSS 52
Page from 1
Page to 8
Location USA
Year 2019
ISBN 978-0-9981331-2-6
URL https://www.researchgate.net/publication/332091443_Utilizing_Social_Media_For_Lead_Generation
Open Access N


Haas, Christian (Details)
Caton, Simon (University College Dublin, Ireland)
Prakash, Adjitesh (National College Ireland, Ireland)
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