Those who have chosen to ‘follow’ or ‘like’ your social media pages have done so because they want to hear from you, so you have an already engaged audience. But how can you use this for research?
Here are our 5 top tips for conducting free market research on social media:
1. Ask questions
This is the perfect way to target your customers in real-time and get responses on questions you want to ask. People tend to like giving their opinion, so it’s a great way to get some feedback on a new product idea or an aspect of your website. Asking your followers for their opinion will make them feel valued, so increases customer satisfaction and also engagement on your page. You could also turn this in to a competition to reward your followers.
2. Check your analytics
Who are the people liking your page and what are their demographics? Is it what you thought your audience looked like? Facebook is particularly good for these sorts of demographics and you can see who your updates are going to by location, age and gender. Look at which posts were best – which ones got the most interaction, or were seen most. Analyse these to see why they might have been popular and use their characteristics for other posts to ensure your engagement levels stay high.
3. Find out your audience interests
Have a look at your followers – who else are they following on Twitter? What are they tweeting about? What are they pinning on Pinterest? This can tell you more about your target audience and what they like.
4. Look at LinkedIn groups
Which groups are your target customer’s members of? What are they talking about in these groups? Post topics to find out what you want to know but be sure to get involved in other conversations and help others by giving advice, and you will find you become a trusted member of the community. You may also find that a question you wanted to ask has already been answered in the group.
5. Try out a poll
Poll’s are a nice, interactive way for fans to get involved with your brand. Ask a question using the poll on Facebook or LinkedIn and watch as your followers let you know what they think. Polls are limited so that you can only ask one question at a time and you don’t want to bombard people with multiple questions, but by asking the right question, you can get some insightful results.
By Sarah Laughran