How to extract information from social media channels and create a lead in ServiceNow SOMT
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2 hours ago
Hi,
I am building a sales process in ServiceNow SOMT. One of the requirements is to create a lead by integrating with external channels like social media, whatsapp etc. gathering the information and auto creating a lead. Is this possible out of the box ? If not do we need to create a custom spoke for the different social media channels get the information, extract the information relevant to creating a lead and then insert it into the lead table ?
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2 hours ago
Out-of-the-Box CapabilitiesWhat SOMT Lead Management Provides Natively:
1. Standard Lead Creation Methods:
Manual lead entry via UI
Web forms (Service Portal/Experience)
Email-to-Lead conversion
Import sets (CSV/Excel bulk import)
REST API for programmatic lead creation
2. Integration Hub Spokes:
ServiceNow provides some pre-built spokes, but none specifically for social media or W H A T S A P P
lead capture out of the box with SOMT.What's NOT Available Out of the Box:
Direct social media integration (Facebook, Instagram, LinkedIn, Twitter/X)
W H A T S A P P Business API integration
Automated message parsing and lead extraction
Social media listening/monitoring tools
Multi-channel conversation management
Bottom line: You'll need to build custom integrations for social media and W H A T S A P P lead capture.
Recommended Implementation Approaches
1: Custom Integration Hub Spokes (Recommended)Build custom spokes for each channel to
automate lead creation:A. W H A T S A P P Business API IntegrationPrerequisites:
W H A T S A P P Business API account (via Meta or BSP provider)
Webhook endpoint capability in ServiceNow
Implementation Steps:
Create Custom Spoke for W H A T S A P P:
javascriptSpoke Components:
- Connection & Credential Alias (for W H A T S A P P API)
- Actions:
* Receive W H A T S A P P Message (webhook)
* Send W H A T S A P P Response
* Get Contact Information
* Mark Message as Read
Create Scripted REST API for Webhook:
// Receive incoming W H A T S A P P messages
(function process(request, response) {
var body = request.body.data;
var message = body.messages[0];
// Extract message details
var phoneNumber = message.from;
var messageText = message.text.body;
var contactName = message.profile.name;
// Parse message for lead information
var leadData = parseMessageForLeadInfo(messageText);
// Create lead if valid
if (leadData.isValid) {
createLeadFromW H A T S A P P(phoneNumber, contactName, leadData);
}
// Send acknowledgment
response.setStatus(200);
response.setBody({status: 'success'});
})(request, response);
**** W H A T S A P P ****
Flow Designer - W H A T S A P P Lead Creation:
Trigger: Scripted REST API receives W H A T S A P P message
Actions:
1. Parse Message Content (extract name, interest, contact details)
2. Check for Duplicate Lead (by phone number)
3. Enrich Data (lookup location, validate phone)
4. Create Lead Record with:
- Source: W H A T S A P P
- Contact details from message
- Initial conversation notes
- Lead score based on message content
5. Assign to Sales Agent (based on territory/product)
6. Send W H A T S A P P Response (confirmation message)
7. Notify Assigned AgentB. Social Media IntegrationFor Facebook/Instagram (Meta Platforms):Prerequisites:
**** Facebook ****
Facebook Business Account
Meta Graph API access
Facebook Page with messaging enabled
Implementation:
Custom Spoke for Meta/Facebook:
javascript Connection Configuration:
- OAuth 2.0 authentication
- Meta Graph API endpoints
- Webhook subscriptions
Actions:
- Get Page Messages
- Get User Profile Information
- Send Message Response
- Get Post Comments/Interactions
Webhook Handler for Facebook Messages:
(function process(request, response) {
var body = request.body.data;
// Facebook sends message events
if (body.entry && body.entry[0].messaging) {
var messaging = body.entry[0].messaging[0];
if (messaging.message) {
var senderId = messaging.sender.id;
var messageText = messaging.message.text;
// Get user profile from Facebook API
var userProfile = getFacebookUserProfile(senderId);
// Create lead
createLeadFromFacebook(userProfile, messageText);
// Send automated response
sendFacebookResponse(senderId, "Thank you! A sales representative will contact you soon.");
}
}
response.setStatus(200);
})(request, response);For LinkedIn:Prerequisites:
**** LinkedIn ****
LinkedIn Company Page
LinkedIn Marketing Developer Platform access
Lead Gen Forms (LinkedIn native feature)
Implementation:
javascriptIntegration Approach:
1. Set up LinkedIn Lead Gen Forms
2. Configure webhook to ServiceNow
3. Create custom spoke for LinkedIn API
4. Flow to parse form submissions and create leadsFor Twitter/X:Prerequisites:
**** TWITTER / X ****
X Premium/Business API access
Webhook capability
Implementation:
javascriptUse Cases:
- Monitor brand mentions
- Capture DM inquiries
- Track specific hashtags
- Extract lead intent from tweets
Architectural Scheme:
┌─────────────────────────────────────────────────────┐
│ External Channels │
│ W H A T S A P P | Facebook | Instagram | LinkedIn | SMS │
└────────────────────┬────────────────────────────────┘
│
▼
┌─────────────────────────────────────────────────────┐
│ Integration Layer (Optional Middleware) │
│ Twilio / Custom API Gateway │
└────────────────────┬────────────────────────────────┘
│
▼
┌───────────────────────────────────────────────────┐
│ ServiceNow Integration Hub │
│ │
│ ┌─────────────────────────────────────────┐ │
│ │ Custom Spokes (per channel) │ │
│ │ - W H A T S A P P Spoke │ │
│ │ - Facebook Spoke │ │
│ │ - LinkedIn Spoke │ │
│ └─────────────────────────────────────────┘ │
│ │ │
│ ▼ │
│ ┌─────────────────────────────────────────┐ │
│ │ Flow Designer - Lead Creation Flow │ │
│ │ 1. Receive message │ │
│ │ 2. Parse content (NLP/AI optional) │ │
│ │ 3. Extract lead data │ │
│ │ 4. Validate & enrich │ │
│ │ 5. Check duplicates │ │
│ │ 6. Create/update lead │ │
│ │ 7. Route to agent │ │
│ │ 8. Send response │ │
│ └─────────────────────────────────────────┘ │
└────────────────────┬──────────────────────────────┘
│
▼
┌────────────────────────────────────────────────────┐
│ SOMT Lead Management │
│ │
│ - Lead Record with channel source │
│ - Conversation history attached │
│ - Auto-assignment rules applied │
│ - Lead scoring based on channel/content │
└────────────────────────────────────────────────────┘
