The added value of social media data in B2B customer acquisition systems: A real-life experiment

Predicting donation behavior: Acquisition modeling in the nonprofit sector using Facebook data

“…Since we are interested in classifying Facebook fans into donors and non-donors, we employ several prediction algorithms. We chose algorithms that have been proven to yield superior performance in analytical CRM and social media (e.g., [10,49] classifiers and is often used as a benchmark model in analytical CRM [18,21]. It estimates the conditional probability ( | ) by maximizing the likelihood function [40].…”

“…Considering the limited customer lifetime of donors [52], there will always be a certain number of donors leaving the organization and the necessity to acquire new ones. Second, the (added) value of social media data in prospecting, and CRM in general, has already been proven in several applications [8,49]. Because of the shrinking donor pool and the fierce competition amongst organizations, it is important for nonprofits to make their acquisition models as accurate as possible [35,53].…”

Use of Social Media by b2b Companies: Systematic Literature Review and Suggestions for Future Research

“…Meire et al [14] investigated the impact of social media on acquiring B2B customers. By using commercially purchased prospecting data, website data and Facebook data from beverage companies the study conducted an experiment and found that social media us an effective tool in acquiring B2B customers.…”

Social media, content marketing and engagement strategies in B2B

“…George Christodoulides, Birkbeck, University of London Nina Michaelidou, Loughborough University Nikoletta-Theofania Siamagka, King's College London This call for papers came as a response to the increasing interest in understanding not simply the interactional aspect of social media but beyond that, the deeper levels of engagement that such platforms potentially provide to B2B organizations. B2B research has provided insights inter alia into the usage of social media (Lacoste, 2015;Leek, Canning and Houghton, 2016;Michaelidou, Siamagka and Christodoulides, 2011), the measurement and effectiveness of social media marketing (Meire, Ballings and Van den Poel, 2017;Michaelidou et al, 2011) and the determinants of social media adoption (Brink, 2017;Lacka and Chong, 2016;Siamagka, Christodoulides and Michaelidou, 2016). This special issue presents theoretical and empirical work on business customer engagement and content marketing within various B2B sectors, and contributes to the enhancement of knowledge in this domain.…”