• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer

Social Media Examiner

Your Guide to the Marketing Jungle

  • 🔥 Free Newsletter
  • 🎙️ Podcasts
    • Social Media Marketing Podcast
    • AI Explored Podcast
    • Social Media Marketing Talk Show
    • Our YouTube Channel
  • 🌟 AI Society
  • 🗓️ Marketing Conference
  • đź‘‹ About Us
    • Marketing Events
  • Search
  • Embrace AI & MarketingGet Ongoing Training & SupportBEGIN YOUR JOURNEY NOW

    26 Ways to Use Social Media for Lead Generation

    by Debbie Hemley / March 10, 2011

    social media how toIs your business looking for leads?

    As enticing as the saying is, “If you build it, they will come,” we all know that just because we build a social media presence, people don't magically start knocking down our door.

    Instead, we need to encourage people to come to our social pages and once they're there, we have to create enough value for them to hang around. And through these repeated exchanges, casual users can become regular visitors as well as valuable leads.

    In previous posts, I've written A-Z guides to help create the absolute best presence on Twitter, Facebook, LinkedIn and blogs. Now let's turn our attention to harnessing the power of those efforts for lead generation.

    #1: Assets

    As part of your social media marketing plan, Michelle deHaaff suggests that companies examine social media and online assets to see what they can leverage for full social media engagement. She identifies seven key assets: location, people, stories, images, video, audio and words to help us think about engaging more fully.

    #2: Brand Message

    Ethan Lyon suggests that users want to identify with a brand. He offers Nike's identity as an example, “Customers buy Nike because the brand gives them the confidence to succeed—much like an effective coach.” What is your brand message? What should users know about you? Can they tell that from what you're posting?

    #3: Compelling Messages

    Use compelling messages throughout your communications. Craft messages that users can relate to and won't be able to resist. These are generally the messages that speak like real people and not marketing spin. Below is an example from Pogue's Post.

    david pogue verizon
    David Pogue uses a conversational tone and a bit of humor to drive home a point from Pogue's Post.

    #4: Differentiations

    Because there's a tremendous amount of competition vying for consumers' attention in the social media arena, businesses that can differentiate themselves will stand out and get noticed. Zappos Service Twitter page shows how to make it friendly and feel like you're hanging out with a good friend. Create remarkable content.

    zappos twitterhttps://www.socialmediaexaminer.com/wp-admin/post.php?action=edit&post=8364&message=1
    Zappos employees tell you when they're signing off and when they're leaving for the night.

    #5: Etiquette

    Michelle Golden recommends in her book Social Media Strategies for Professionals and Their Firms to practice good etiquette. “Definitely don't write about and link only to your stuff. Instead, go out of your way to promote others liberally.”

    #6: Feedback

    Users who write comments and ask questions appreciate receiving feedback. Make it a regular practice to take time to respond.

    sme feedback
    A fan poses a question on Social Media Examiner's Facebook page and Cindy King responds with a timely answer and directs the fan to a link.

    #7: Google

    Remember that the social media updates you post via your blog, Facebook page, tweets and YouTube channel appear in search results, too. The person searching is an active user looking for information, and bringing the user to your pages is an excellent way to get in front of potential customers.

    google search
    A person looking for sources for how to choose a paint color would find blog posts and videos. This person is looking for help and the companies have provided advice and solutions. The companies have found ways to get in front of potential customers.

    #8: Help a Reporter Out

    Companies are often looking for ways to share experiences that might be referenced in blog posts and articles. You don't have to be a big company to get picked up for a story.

    Sign up for Help a Reporter Out and when you have a story to share on a topic, offer the information to the reporter. HARO is one good way to spread information and get high-quality, free publicity for your business. Keep your eyes open for other ways to distribute information about your business with social media press releases.

    help a reporter
    HARO serves as a vital social networking resource for sources, reporters and advertisers.

    #9: Icons

    Social media icons help users share your content and offer ways for people to like your content. Likes are valuable votes of confidence and go a long way with users who may have come to your site for the first time. Make your content easy to share.

    AI Business Society

    Ready to Unlock AI Marketing Breakthroughs?

    If you’re like most of us, you are trying to figure out how to use AI in your marketing. Here's the solution: The AI Business Society—a new AI marketing community from your friends at Social Media Examiner.

    The AI Business Society is the place to discover how to apply AI in your work. When you join, you'll boost your productivity, unlock your creativity, and make connections with other marketers on a similar journey.

    I'M READY TO BECOME AN AI-POWERED MARKETER

    #10: Joy

    In Guy Kawasaki's new book Enchantment: The Art of Changing Hearts, Minds and Actions, he tells us that achieving trustworthiness will go a long way for a business. People want to do business with companies and people they can trust. And sometimes it means that we may end up giving our time or some kind of service that we're not compensated for. Guy suggests that we give with joy.

    #11: Knowledge-sharing

    Share your knowledge freely in blog posts and white papers. Some businesses are afraid they'll give away all of their secrets. Your knowledge is a valuable asset; don't be afraid to share what you know.

    Discover Proven Marketing Strategies and Tips

    Want to go even deeper with your marketing? Check out the Social Media Marketing Podcast! Publishing weekly since 2012, the Social Media Marketing Podcast helps you navigate the constantly changing marketing jungle, with expert interviews from marketing pros.

    But don’t let the name fool you. This show is about a lot more than just social media marketing. With over 600 episodes and millions of downloads each year, this show has been a trusted source for marketers for well over a decade.

    CHECK OUT THE SOCIAL MEDIA MARKETING PODCAST NOW
    hubspot knowledge sharing
    HubSpot's inbound Internet marketing blog regularly shares the blogger's personal experiences in marketing and is very generous about sharing tips.

    #12: Leverage Content Products

    Jeff Bullas recommends using 7 content products for marketing: social media, e-newsletters, blogs, white papers, article marketing, case studies and online videos.

    Use a good mix of content, because not all users will read a case study or watch an online video. You'll increase your odds of being seen by more people by using a mix of content products.

    #13: Monitor Conversations

    Monitor conversations about your brand and competitors. There are many social media listening tools that will help you keep a pulse on what's being talked about. The more you know, the more responsive you can be.

    #14: Nobodies Are the New Somebodies

    One of the most serious mistakes we can make is to pass up a potential lead because we don't perceive the company or person to be a valuable lead. As Guy Kawasaki says, “Nobodies are the new somebodies in the world of wide-open communications.” Treat everyone with the same attention and respect.

    #15: Offline Skills

    Online skills don't have to be inherently different than the way we act offline. Erica Swallow suggests that we use our offline skills and go out there and “Meet people, communicate and build relationships… Be genuine, track conversations and respond to inquiries promptly and thoroughly.”

    #16: Produce Content

    Not only do we have to produce content, we also have to produce enough of it. HubSpot provides some interesting recommendations: “Businesses must produce enough content for their blog to kick off growth in leads, which starts with about 24 to 51 posts.” HubSpot found that more indexed pages on Google also translate to more leads. They suggest that every 50 to 100 incremental indexed pages can mean double-digit lead growth.

    #17: Questions

    Lisa Barone recommends that social media marketers should “answer questions because they're a good way to establish your authority, but also for people to ‘test' you out.”

    #18: Relationships

    Lisa Barone also suggests that “social media is an emerging lead generation tool because it lowers the barrier to the sale by building relationships, displaying expertise and through networking you're able to bring in more people than cold calling ever could.”

    #19: Showcase Your Experience

    According to Erica Swallow, “The first step to engaging a community of potential customers is sharing content that showcases your expertise. A simple social media update usually isn't enough to convey a full analysis on a topic. Include links with your updates that expand on key ideas. Keep in mind that your goal is to create value for your followers. Learn what your fans respond to and what they don't, and then adjust your updates based on that information.”

    #20: Target Personas

    Buyer personas have been around long before social media hit our radar screens, but marketers have found that having a good picture in mind of the target customer is beneficial in terms of how we write our content.

    A blog, for example, can have multiple categories of topics and so you may find that certain categories speak more to certain personas than others. And certain Facebook and Twitter updates may appeal to certain users.

    Regardless of how you segment these groups, it's incredibly beneficial to share target persona information with whoever is developing content for your social media channels.

    target persona
    Before writing, review your persona list to remind yourself whom you're conversing with.

    #21: Useful Content

    Kristina Halvorson, author of Content Strategy for the Web, says that if our content isn't supporting the successful fulfillment of our business objectives or our users' top goals, then it's a waste of pixels. She suggests adding two columns to a content inventory: value to user and value to business.

    #22: Value

    Guy Kawasaki says there are three types of value: 1) pointers to useful, inspiring or entertaining content, 2) personal insights, observations or content, 3) advice and assistance. Guy's recommendation is to pass along these gems to friends and followers to help them derive more value from online resources.

    #23: Word of Mouth

    The Marqui Web Marketing Blog's post 6 Ways Social Media Marketing Helps B2B Lead Generation says, “Word of mouth has been, and continues to be, one of the best ways to generate more leads for your business. Buyers tend to trust peer referrals more than any other source of information and since social media allows people to share their experiences (both good and bad) with a wide range of people, this can help increase trust in your company's products and services.”

    #24: Excellence

    The Network Singularity blog says “there are 5 C's to social media excellence: coordination of social media activities, commitment means engaging with your environment and deliberately pursuing social interactions, confidence in your social media activities, comprehension of social media, and cultivation of worthwhile and friendly relationships.”

    #25: Yes

    Being likable on social media enhances our potential for lead generation. Guy Kawasaki says one way to become likable is to “adopt a yes attitude. This means your default response to people's requests is yes… By contrast, a no response stops everything… To make a default yes work, you must assume people are reasonable, honest and grateful.”

    #26: Zeal

    Enthusiasm is contagious. By showing the fervor you have for your business, products and services, and through the content you share on your social media channels, users will be inclined to want to stick around, engage and build a relationship. Reach out and show your enthusiasm.

    What ways have you generated leads with social media? What would you add to this list? Leave your comments in the box below.

    AI EXPLORED

    Curious About How to Use AI?

    Our newest show, AI Explored, might be just what you're looking for. It's for marketers, creators, and entrepreneurs who want to understand how to use AI in their business.

    It's hosted by Michael Stelzner and explores this exciting new frontier in easy-to-understand terms.

    Pull up your favorite podcast app and search for AI Explored. Or click the button below for more information.

    I WANT TO LEARN MORE ABOUT AI

    Tags: Social Media Strategy

    About the authorDebbie Hemley

    Debbie Hemley is a freelance writer and social media coach. She helps businesses develop and maintain social media content strategies. Follow her on Twitter @dhemley & Facebook.
    Other posts by Debbie Hemley »

    Get Social Media Examiner’s Future Articles in Your Inbox!

    Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (43 pages, 50+ charts)!

    Industry Report Cover

    Worth Exploring:

    Facebook

    Marketing Help Explore More →

    Instagram

    Marketing Help Explore More →

    YouTube

    Marketing Help Explore More →

    Linkedin

    Marketing Help Explore More →

    AI

    Next Frontier Explore More →

    Social Media Marketing Industry Report

    Get Free Report →

    Social Marketing Trends

    The data you've been missing!

    Need a new plan? Discover how marketers plan to change their social activities in the 17th annual Social Media Marketing Industry Report. It reveals what marketers have planned for their social activities, content marketing, and more! Get this free report now and never miss another great article from us. Join more than 385,000 marketers!

    Simply click the button below to get the free report:

    Footer

    Your Guide to the Marketing Jungle
    Copyright © 2025 Social Media Examiner®
    All Rights Reserved. Terms of Use | Privacy Policy.

    Helpful Links

    • About us
    • Our content via email
    • Our podcasts
    • Our YouTube channel
    • Our live show
    • Our social media marketing industry report
    • Our generative AI marketing industry report
    • Sponsorship opportunities
    • RSS