All of this doesn't have to take a lot of manual work. Social media lead scoring can be triggered to happen automatically on sentiment, topic or general keywords used, automating the scoring program. In the picture at right, you can see that we are adding points to any tweet that comes in that says "Marketo" or "marketing automation."
See? It's much easier than you thought! So get out there and start prioritizing your leads—not just by company or behavior, but by the more than 99 percent who look for information directly in search engines and participate on the social Web.
Maria Pergolino is director of marketing for marketing automation solutions provider Marketo, Inc. Reach her at firstname.lastname@example.org, via twitter @inboundmarketer or @marketo, or at www.linkedin.com/in/mariapergolino.