Facebook Surveys – Feedback from your fans!
August 22, 2012 Leave a comment
Facebook Surveys: Take Advantage of Valuable Feedback from Your Company’s Fans
Facebook offers companies who utilize social media the unique opportunity to gather valuable feedback straight from their most valuable assets – their customers.
Getting feedback from clients used to require going through contact lists and stopping customers at the door to conduct customer surveys. Often these research invitations were an unwelcome imposition and would often create more problems than the resulting survey data was worth. Thankfully Facebook pages and the fans they gather have provided a platform for open dialogue and brand appreciation communities, making customer surveys a simple, effective process, as long as companies are aware of the valuable resource at their social media door.
Facebook Fans are Valuable Resources for a Company
Research published in the Harvard Business Review found that Facebook fans can be a valuable asset to business. A customer survey was conducted amongst Facebook fans of a Houston based cafe chain named Dessert Gallery and over a 3 month period with over 1,700 responses, it was discovered that the Facebook fans benefitted the company in many ways. The fans had a 14% higher emotional attachment towards Dessert Gallery’s brand and maintained 41% greater loyalty to the cafe than other customers. And the effects weren’t just psychological – Facebook fans tended to frequent the store more and would also spend a greater amount of money. Dessert Gallery’s Facebook survey found that their fans made 36% more visits to their stores, spent 45% more of their dining budget at the cafes and spent 33% more in general at Dessert Gallery’s stores. Made 36 percent more visits to DG’s stores each month. Dessert Gallery isn’t an isolated case when it comes to committed fans – brands managing their social media well find that their clients and customers often become more involved and loyal.
Facebook Fans Provide More Informed Survey Data for Business Development
When using an online survey generator to gather data from a target sample, a researcher usually has to specify what population is being targeted in order to ensure that the information gathered is informed and relevant. Becoming a Facebook fan usually requires prior knowledge of a company and it’s products, as well as an interest in its performance and contributions. Because of these factors, Facebook fans are both the target market and built-in survey sample that the company can utilize in market research. A company’s Facebook fans have a lot to offer the business, including:
- A greater product awareness
- Familiarity with brand campaigns
- Accessibility for market research
- Willing involvement in customer surveys
- Interested in company’s success
Becoming a Facebook fan indicates interest and knowledge of a brand and Facebook surveys are an effective, simple way to utilize this resource for survey data.
What sort of Information can a Facebook Survey Provide?
It’s clear that a company’s Facebook fans are a treasure trove of customer survey data, but what sort of information can they provide for business development? Really this is limited only by the imagination of the company researchers who are creating the surveys. NPR conducted a survey on their Facebook page to learn more about their fans. Over 40,000 of NPR fans responded to their Facebook survey resulting in a lot of data discovered about these followers:
“About three of every four respondents (76%) listen to NPR on the radio. The majority of respondents – 55% – listen to between one and three hours of NPR on air each day. In comparison, the average NPR listener listens to 4.25 hours per week. Almost one in five respondents (18.6%) uses the NPR News iPhone app, while 5% use our Android app, and 2.5% our iPad app. Just under three in ten (28.5%) listen to NPR podcasts. Interestingly, fewer than 1 in 10 (8.4%) follow NPR on Twitter, which was somewhat unexpected, given how NPR actually has more than twice as many fans on Twitter than we do on Facebook. This suggests that these communities are more mutually exclusive than we assumed. They consume lots of news online – but are more inclined to consume NPR content on Facebook than other news sources. About three of every five respondents (60.7%) said they get most or all of their news online. Almost three-quarters (74.6%) agree that Facebook is a major way in which they receive news and information from NPR. In contrast, just half of them (51%) agree that Facebook is a major way for them to receive information from news organizations in general.”
Clearly lots of useful information was discovered in the NPR Facebook survey data, making the process a success for their target audience research. Results like this can be achieved by a company in any industry, like customer service, restaurants, tech providers and and product based companies.
SurveyTool Provides an Online Survey Generator for Facebook Surveys
SurveyTool offers a lot of online features that can assist companies with creating survey questionnaires, launching Facebook surveys, gathering responses and interpreting data. Visit www.surveytool.com and discover all the resources we place at your disposal allowing you to take advantage of your social media platform and conduct a Facebook survey. All that you need to bring is a Facebook page and some fans and we’ll do the rest!