Social Media Research – Using Facebook for Survey Invitations and Market Research

Today, Sanja Licina, Senior Director – Talent Intelligence for CareerBuilder and I gave a presentation to the the American Marketing Association – as part of the virtual conference– talking about the future of Market Research and beyond. The slides are embedded below (at the bottom of this post.)

One point got a lot of questions was using Facebook to recruit participants in a survey. Essentially turning Facebook into a giant panel – and asking Facebook users to come and participate in a survey. If you think through this a little more, Facebook offers a self-service model for displaying ads – and ads can be invitations to come to take a survey (not just playing farmville!)

Facebook also allows you to target your audience very specifically – based on traditional demographic models (age, gender, sex etc.)

So here is a step by step instructions on how to recruit users to come to a survey from facebook:

Step 1: Login to Facebook and Click on “Create an Ad”

Step 2: Change the destination to “I want to advertise a web page”

Step 3: On the URL – enter the URL to your survey

Step 4: Choose targetin

Step 5: Define a budget – and Let it rip!

We’ve used this model successfully on a few campaigns!

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About Vivek Bhaskaran

Vivek Bhaskaran is the President and CEO of Survey Analytics.

Comments

  1. Michael Hollon says:

    Vivek,
    Thanks for pointing out the steps on how to use facebook to recruit. It certainly does seem easily doable. During the few campaigns that you’ve done this successfully, have you had a need to target a particular kind of respondent (either dempgraphically, or purchase category) and did you have a way to increase your chances of finding that kind of respondent on facebook?
    Thanks
    -Michael Hollon

  2. Ireally tried experimenting with FB and MySpace, advertising surveys of varying length. I was told my survey at 25 questions was too long, so I shortened it to 15, 10, then 7 questions. Still the same problem. I might get 250 people to come take the survey, but only 3 would complete. Even though I was giving away a reasonable prize, like $1500 in cash (as a sweepstakes). So I’d kind of given up on FB. Any thoughts? (my surveys tend to be about videogames, something I should think would be of interest).

  3. Facebook rewards ads that keep it on the site. Direct the survey takers to a fan page with a special tab for your survey. It will cost you about half as much for running the same Facebook ad and not directing to an outside URL.

  4. Ananyaa says:

    Hi,
    I’m an undergraduate student and am doing research on how companies are using social media to conduct market research. However I need to cite actual company examples.
    Can I please know some of your clients who have found that this sort of advertising on facebook have helped their business?

    Thank You.

  5. I’ll have to check with our clients on the NDA.

  6. I think you will find our service achieves the same goals at a lower price however we only use a US panel for now.

    Cheers,

  7. Great article Vivek :) Your method is excellent for highly targeted market research and to be honest I personally have never tried using the paid advertising platform on Facebook to conduct Market Research. If you’re interested we just published an article about using Facebook’s new Question product to conduct market research for free using your Facebook brand page. http://whatworkswhere.com/index.php/2011/global/facebook-pages-how-to-use-them-for-free-market-research/

Trackbacks

  1. […] take a moment and learn MORE about how Facebook is changing the face of online surveys – check out this article on Research Access. 41.138388 […]

  2. […] take a moment and learn MORE about how Facebook is changing the face of online surveys – check out this article on Research Access. 41.138388 […]

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  5. […] Marketing research with social media. This post looks at yet another way to use social media (in particular, Facebook) for your small business. Check out this suggestion for using Facebook for your next marketing survey helping collect important data to grow your venture. researchaccess.com […]

  6. […] Marketing research with social media. This post looks at yet another way to use social media (in particular, Facebook) for your small business. Check out this suggestion for using Facebook for your next marketing survey helping collect important data to grow your venture. researchaccess.com […]

  7. […] Atterberry commented on my last post on Social Media Research – Using Facebook for Survey Invitations and Market Research – He said: Facebook rewards ads that keep it on the site. Direct the survey takers to a fan […]

  8. […] hosts data sets, actual datasets made freely available for conducting research, a how-to for using Facebook to recruit survey participants,  and a prelim study on use of Facebook for health […]

  9. […] you need to do is transform a traditional Facebook advert into a survey invite. The ad will direct the reader to your survey page or app, and you can gather the info they leave […]

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  11. […] QuestionPro provides a simple one-click solution to post your surveys on the social networking websites Facebook, Twitter and LinkedIn. Through our Social Media tab, we make it easy for you to post the link of your survey directly to your social media pages. […]

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