How To Use Facebook Answers As Free Research

When the new Facebook Questions launched in March, the assumption was that individuals would mostly use the new tool, for things like restaurant recommendations and favorite movies — two examples given on the social media giant’s site.

However, communicators, public relations professionals and marketers are taking the lead in putting Facebook’s new polling feature to the test, using Questions as a fast and inexpensive market research tool.

Page owners can access Questions by logging into their page and then heading to the Questions page to enable the feature.

 

Snapshot In Time

Because Facebook Questions is so easy to implement, it’s a boon for small businesses who can’t afford in-depth market research. Questions offers a quick and easy way to get fans responding by using multiple choice questions as opposed to fill-in-the-blank.

Many small businesses have used the Questions feature to simply take the temperature of their fans. Some examples:

• A sports bar wants a sense of which game to feature on TV that night
• Which ice cream flavor should be featured that week at the local ice cream parlor
• A music station wants to know the hottest song of the week

Like any good marketing tool, Questions can help customers feel engaged, and there’s an added boost to the customer base when they see the impact of how they answered by seeing their favorite ice cream on display.

Or, if a brand doesn’t act on the fan recommendations, Questions has a comment feature where voters can weigh in.

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