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Capture social lead from mention or dm or lead ad

When a social signal (a mention matching a rule, an inbound DM, or a submission from a provider's native Lead Ad form) originates from a non-customer, the system creates a CRM Lead with social attribution and routes it according to lead-assignment rules.

When this happens: UC-13.4 ingestion identifies a matched mention/DM with no existing CRM record, or a Lead Ad webhook arrives from Meta / LinkedIn.

How it works

  • After ingestion determines no Contact/Lead resolves to the author.
  • EasyCRM creates a Lead with: FirstName/LastName parsed from the provider display name, Email (if visible — e.g. LinkedIn members the user is connected to), Phone (only if the platform provides it via DM metadata).
  • EasyCRM creates a SocialProfileLink between the Lead and the author profile (, — the author is the same identity by definition).
  • Attaches the SocialMention activity to the new Lead's timeline.
  • EasyCRM runs lead-assignment rules. If no rule matches, the Lead falls into the default queue.
  • EasyCRM fires outbound event lead.created and social.lead.captured (FR-09-014 / FR-13-018).

Other paths

Existing contact, different author

Email matches a known Contact but the social handle does not. EasyCRM creates a SocialProfileLink *suggestion* on the Contact (UC-13.2 ) instead of a new Lead, and attaches the mention to the Contact.

If something goes wrong

Lead ad mapping missing

Webhook arrives for an unknown formId. The payload is parked in UnmatchedSocialLeadAdSubmission for Admin to map and replay. Admin notification fires.

Good to know

  • Author identity is the dedupe key — the same (Provider, ExternalUserId) never produces two Leads.
  • Lead Source and SourceDetails are populated; the existing reporting filters can group by social provider with no schema change.
  • PII collected via Lead Ads is subject to the same consent flags as web form submissions.