Lead Generation via Social Marketing in Odoo 18

Social media comments represent goldmines of buyer intent that most businesses ignore. When someone comments "How much does this cost?" or "Is this available in blue?" on your Facebook post, they're raising their hand as a qualified lead. Yet without automation, these opportunities get lost in notification feeds or require hours of manual CRM data entry. Odoo 18's Social Marketing module transforms social engagement into sales pipeline growth by automatically converting comments into CRM leads.

This tutorial shows you how to leverage Odoo 18's Social Marketing app to capture leads from social media comments, integrate with your CRM workflow, and measure the ROI of your social campaigns through closed deals—not just likes and shares.

Why Social Media Lead Generation Matters

Traditional social media metrics—likes, shares, comments—measure engagement but not business impact. Odoo 18 bridges this gap by connecting social interactions directly to revenue through CRM integration.

Benefits of Comment-Based Lead Generation

Step 1: Set Up Social Marketing Module

1. Install Module: Navigate to Apps and install Social Marketing
2. Connect Accounts: Go to Social Marketing → Configuration → Social Accounts
   • Connect Facebook Page
   • Connect Instagram Business Account
   • Connect LinkedIn Company Page
   • Connect Twitter/X Account
3. Grant Permissions: Authorize Odoo to manage posts and read comments

Step 2: Create and Schedule Social Posts

Creating a Post

1. Navigate to Posts: Go to Social Marketing → Posts
2. Create New Post: Click Create
3. Compose Content:
   • Message: Write engaging copy with clear call-to-action
   • Media: Upload images, videos, or links
   • Accounts: Select which social media accounts to post to
4. Schedule or Post:
   • Post Now - Immediate publication
   • Schedule - Set specific date/time

Viewing Post Performance

1. Access Social Marketing → Posts
2. Click on any published post to view details
3. Pop-up shows engagement metrics:
   • Likes/Reactions
   • Comments
   • Shares
   • Reach/Impressions

Step 3: Convert Comments to Leads

This is where social engagement becomes sales opportunity. Convert interested commenters into CRM leads with a few clicks.

Converting a Single Comment

1. Open Post: From Posts list, click on post with comments
2. Find Comment: Locate comment showing buyer intent (questions, interest)
3. Access Options: Click three vertical dots (⋮) next to comment
4. Create Lead: Select Create Lead from dropdown
5. Configure Lead: Pop-up appears with options:
   • Create new customer: Generates new contact record
   • Link to existing customer: Associates with existing CRM contact
   • Do not link to customer: Creates standalone lead
6. Finalize: Click Convert

Lead Creation Options Explained

Step 4: Manage Leads in CRM

Once converted, leads appear in your CRM pipeline for sales team follow-up.

1. Access CRM: Navigate to CRM module
2. View Pipeline: Leads appear in default pipeline stage
3. Lead Information Includes:
   • Contact name (from social profile)
   • Comment text (shows exact question/interest)
   • Source post (link to original social media content)
   • Social media platform
   • Date/time of comment
4. Qualify Lead: Sales team contacts prospect via phone, email, or social DM
5. Move Through Pipeline: Progress lead through stages (Qualified → Proposition → Won)

Step 5: Respond to Comments

Even after creating leads, engage publicly to maintain brand presence and help other potential customers.

1. Open post in Social Marketing module
2. Find "Write a comment..." field at bottom
3. Type response addressing the question
4. Press Enter to publish

Measuring Social Media ROI

Track which social campaigns drive actual revenue, not just vanity metrics.

Reports to Track

• Lead Source Analysis: CRM → Reports → Show leads by source (filter by social media)
• Conversion Rate by Platform: Compare Facebook vs LinkedIn vs Instagram lead quality
• Post Performance: Social Marketing → Posts → Sort by comments generated
• Revenue Attribution: Track closed won deals originating from social comments

Best Practices

Frequently Asked Questions

Conclusion

Odoo 18's Social Marketing module transforms social media from a branding channel into a measurable revenue driver. By capturing buyer intent from comments and converting it directly into CRM leads, you ensure no opportunity slips through the cracks while saving hours of manual work.

The seamless integration between social posting, comment monitoring, lead creation, and sales pipeline tracking provides complete visibility into your social ROI—proving not just that social media works, but exactly how much revenue it generates for your business.