The main advantage of SNSs is that data can be collected very quickly
since almost half of the users log into their profile at least once a day (if not a hundred times).
So, with the help of SNSs, you can quickly get feedback from customers. For example, one study found out that SNSs are three times more efficient than tracking customer feedback by email
In addition, using social networks, you can save on research. Most functions (for example, polls) collect data at zero cost.
But it is worth remembering that SNSs as marketing research tools are not suitable for everyone. If your groups do not count hundreds of thousands (or millions) of subscribers, do not expect them to become an effective source of data.
However, for small businesses, there is one possibility: social listening of competing brands
. Analyzing their groups, you will be able to understand what your potential customers are unhappy with or what they want.
So, what are the main methods that can be used for marketing research on social networking websites? Methods of marketing research on social networks
There are three types of qualitative research that are suitable for social networks:
- Qualitative content analysis (number of likes/comments/reposts) — assessing the degree of consumer engagement in social networks may indicate the attractiveness of a marketing message or a product.
- Observation — passively collecting feedback from your customers or tracking the opinions on your brand or competitors.
- Polls /questions — asking questions directly on SNSs, encouraging users to share their thoughts and feelings.
Obviously, it makes sense to conduct marketing research only in those SNSs where your customers spend most of their time and are most active. Below you will find some tactics and strategies.
- Polls. The most popular SNSs offer the option of conducting polls. As a rule, polls get more likes than any other type of post. It does not take much time or effort to create a poll, get valuable feedback and analyze data. On top of that, polls have a dual goal: increasing social network engagement and marketing research.