Lead generation from social media uses posts, paid adverts, direct messages and social listening to reach people who may want a product or service, with each platform's built-in analytics giving insights into the audience. [1] Social media marketing and targeted online adverts are listed forms of direct marketing, and data protection law applies when the information used identifies particular people. [2] Marketing direct messages sent through social media follow the electronic mail marketing rules. [3]
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How to increase leads through social media
Lead generation from social media means using posts, paid adverts, direct messages and social listening to reach people who may want a product or service, then turning that interest into an enquiry or a set of contact details. A suggested process is to set clear objectives, join relevant conversations, publish content and measure which posts and adverts lead to enquiries.
Whether social activity is run on its own or as part of wider lead generation services depends on the channels used and how contact details are collected. Each method also carries UK rules on contacting people, covered later in this guide.
Listening, content and measurement on social platforms
Objectives come first, because they underpin a social media strategy and inform its key performance indicators. A monitoring or hashtag tracking tool can identify opportunities to engage, such as posts asking for recommendations, questions about a problem the business solves, or comments on a competitor's page.
Storytelling is one option for content, and short campaigns built around topical announcements are another way to give people a reason to respond. Community management matters too: published rules of conduct for a page help keep comment threads useful. Each platform has built-in analytics for insights into the audience, and the playbook lists impressions and likes and comments as measures, while UTM tracking is described as one of the most effective ways to track the performance of posts. [1]
Sector examples show how this plays out: the guide to mortgage lead generation covers one regulated sector, and the guide to outsourced B2B lead generation covers provider-led contact with other businesses.
Is generating leads on social media legal?
Yes, but it is regulated. Social media marketing and targeted online adverts are both listed forms of direct marketing, so lead generation on social media sits within the direct marketing rules.
Activity counts as direct marketing when it promotes aims, products, services or campaigns, or encourages a person to do something, and is directed to particular people. Service messages such as appointment reminders do not count as direct marketing.
Data protection law applies if the information used identifies particular people, and PECR also apply if electronic contact details such as phone numbers or email addresses are used to send the marketing. [2]
The ICO guidance cited in this guide is under review following changes made by the Data (Use and Access) Act, so it is worth checking the current guidance before launching a campaign.
Direct messages, adverts and cookie-based targeting
If marketing uses direct messaging via social media, the electronic mail marketing rules apply. [3] Under those rules, a business must not send electronic mail marketing to individuals unless they have specifically consented to electronic mail from that business, or they are an existing customer who bought (or negotiated to buy) a similar product or service from that business in the past and were given a simple way to opt out both when their details were first collected and in every message sent.
The soft opt-in route does not apply to prospective customers or new contacts, such as those from bought-in lists. Sole traders and some partnerships are treated as individuals for these rules, while corporate bodies such as companies and limited liability partnerships can be emailed or texted.
PECR set no specific rules for display or banner adverts, although there are rules on cookies, which are often used to profile users and target behavioural advertising. Targeting specific people with online adverts using cookies or similar technologies requires consent and telling people what is being done. For electronic mail marketing, the sender must not disguise or conceal its identity, and must provide a valid contact address so people can opt out or unsubscribe.
Contacts taken from profiles, forms or bought lists
Social leads arrive in several ways: a lead form attached to an advert, a comment asking for a quote, or details found on a public profile. Information for direct marketing can come directly from people, from third parties, or from publicly available sources such as websites or social media, and whichever route is used, people must be made aware that their information is held and will be used for direct marketing.
Tag-a-friend campaigns that ask people for their friends' contact details are hard to run within PECR, because there is no way to be sure the friends agreed to share their details.
Before using data broking services, a business must undertake appropriate due diligence to satisfy itself that the personal data offered complies with data protection law, and simply accepting a broker's assurances is not enough. Where lists of individuals' contact details are bought or rented for direct marketing, privacy information must be provided to those on the list within one month of obtaining their data. [4]
Personal information also needs an appropriate lawful basis, and a business using a data broker must be able to demonstrate its lawful basis before it obtains the data. [4]
What a social media lead generation job involves
Reporting is a large part of the role, using each platform's analytics to track impressions, comments, shares and enquiries.
The role also involves keeping contact records accurate and screened against opt-outs. If information is not up to date and personal information is sent to the wrong place, this could be a personal data breach.
Opt-outs and 'don't contact' lists for social campaigns
People can opt out or unsubscribe, either completely or from one type of message, object to their information being used for direct marketing, or withdraw consent, and if someone does any of these, their information must no longer be used for direct marketing.
A suppression or 'don't contact' list should be kept, recording the details of people who say they do not want their information used for direct marketing, so that new contact lists can be checked against it. For corporate bodies, keeping a 'do not email or text' list of businesses that object is good practice.
Sources
Rates, thresholds and dates in this guide come from these sources. Check the source for the current figure.