Read on to learn more about social prospecting, and discover which social media channels are most effective. 

Social prospecting is the process of using social media to research, identify, and engage prospects. It involves commenting on, sharing, and liking content from your prospects. In short, it’s a modern approach to relationship building.

That said, finding success with social prospecting depends on using the right social platforms. Let’s explore the channels that prove most effective below.

Since professionals use the platform to network and connect with others, it creates the perfect environment for researching and engaging with prospects. Think of it this way: a cold call is out-of-the-blue, whereas a well-crafted message on LinkedIn is more natural and engaging.

LinkedIn is also a staple for prospect research. For instance, a simple click on a prospect’s profile can lead you to their work history, current job responsibilities, shared connections, and more.

Facebook isn’t just for sharing photos and keeping up with family and friends — it’s also a valuable prospecting tool.

When prospecting on Instagram, use hashtags to your advantage. Start by searching for relevant hashtags or filtering posts by location. Then, view the top or more recent posts and create a shortlist of potential leads.

More often than not, you can find a bevy of information about a prospect via their Twitter. If they’ve retweeted any articles, give them a brief glance. If they express interest in a particular issue, familiarize yourself with it. You don’t need to memorize every detail, but it should help to speak to their interest.

Next, take a look at their company’s Twitter account, which can give you valuable information on its messaging, identity, and mission.

According to the Pew Research Center, around seven-in-ten Americans use social media these days. This should be an eye-opening stat for salespeople, and a reminder that social media is too valuable to ignore. By leveraging social media, you can research prospects, build and nurture relationships, and close more deals.