The From Line
Trend: Surveys Gain New Momentum from Social Media
Marketing Trend:
Social media sharing has given marketers a treasure chest of insight into customer opinions and discussions. But tools that measure social media sentiment have their limits. The human element, such as the use of slang, can throw off reports.
This week's trend discusses better ways to be engaging while gaining feedback and valuable marketing data.
Social media sharing has given marketers a treasure chest of insight into customer opinions and discussions. But tools that measure social media sentiment have their limits. The human element, such as the use of slang, can throw off reports.
Using the new Facebook Questions feature is one way marketers can engage their customers and prospects, and gauge feedback. Another way is through traditional surveys, which offer businesses custom branding, real-time results and control of who receives an invitation to participate.
Takeaway
Many subscribers who are unlikely to post messages on a social media page will still respond to a survey. This is why surveys are an important part of any online marketing strategy.
The launch of Questions shows that online marketers need – and want – to further converse with their followers. In addition to Facebook’s tool, which only reaches a portion of a brand’s audience, online surveys will increase in use over the next several months. Used as part of integrated multichannel campaigns, they can increase awareness, reinforce trust, and help provide valuable analytics for further targeting.
How To
Surveys can be used for a wide range of industries from healthcare to higher education, and on unlimited topics, for real-time data collection. Here are a few examples of the types of online surveys that can help make important marketing or customer service decisions:
- Service satisfaction feedback
- Brand awareness including competitor products
- Trends analysis – favorite green products, movie genres, etc.
- News opinion polls on blogs or media sites
- Online events requiring voting
Stay tuned for an announcement soon that will be of particular interest to marketeting surveys...
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