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Utilizing Social Media for Lead Generation

Prakash, Ajitesh (2016) Utilizing Social Media for Lead Generation. Masters thesis, Dublin, National College of Ireland.

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The Internet has not become the most widely used channel for communication but also the platform for forming and maintaining new 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 the widespread acceptance of these networking platforms as the preferred means of communications and forging and maintaining relationships, posing an opportunity for business to exploit this facet of social media relationships for 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. The research utilizes data from social networking sites Twitter and LinkedIn in five different approaches and
presents a methodology to generate leads. Twitter was found to be irrelevant for lead generation in the business context at hand. The presented methodology utilizes only four attributes from LinkedIn users' profile to generate high quality leads and is tested for robustness to variations in input data, different business context and vulnerability to noise in the input profiles. The results show the robustness and consistency of the presented methodology to generate leads utilizing a small subset of features.

Item Type: Thesis (Masters)
Subjects: Q Science > QA Mathematics > Electronic computers. Computer science
T Technology > T Technology (General) > Information Technology > Electronic computers. Computer science
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Websites > Online social networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Websites > Online social networks
Divisions: School of Computing > Master of Science in Data Analytics
Depositing User: Caoimhe Ní Mhaicín
Date Deposited: 03 Dec 2016 11:10
Last Modified: 03 Dec 2016 14:56

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