Social media engagement can feel hit and miss for many marketers, and even though there are documented ways to increase shares, likes and comments, it can be hard to fit in engagement for all platforms. By targeting one platform, marketers can easily setup workflows and marketing automation for initial testing. To start off, the best method is to choose the highest-used social media platform - Facebook - which soars above other platforms with 1.79 billion active users, worldwide. The next is to decide which engagement campaign to use.
Sprout Social list anything from "Like-to-win", "caption contests" and even "asking questions" as the most successful ways to increase enagagement on Facebook. Surveys and questions are far more popular for marketers, over "Like-to-win" campaigns are because they are easy to set up, involve a creative response from users and can't be fabricated. Surveys alone, however, are useless without testing. Below I have outlined what you need to do to prepare, run and test a successful social media engagement campaign through surveys.
How do custom surveys work?
If your company doesn't know exactly what your customers want or expect from you, you can't provide it for them. Surveys give your business this information. They provide an image of who your clients or customers are and what they are looking for. This means that the company can adapt its product or service to better please the buyer in the present and the future. By showing interest in what your customers' needs are and making product or service changes accordingly, you are gaining valuable customer loyalty and trust.
Conducting surveys on your business Facebook page also means that you can automatically obtain participants' email addresses. If the survey participant is not answering anonymously and agrees to allow access to their profile, then their information goes into the export feature. This is a huge bonus for marketing since email is still the most effective way to reach out to potential customers.
Your survey's target audience begins with your business page fan base and their friends. But, in order to reach a larger audience that is still relevant, you can use a promoted post targeted at a demographically specific audience and it will show up in more users' newsfeeds, resulting in increased audience engagement.
How do you increase audience engagement?
For surveys to be effective, they must be relevant. Create all surveys with the customers in mind and personalise them so they will be much more likely to respond.
The most successful surveys are short and to the point using simple and concise language. Questions should also be short and carefully worded. Around 25-30 questions that take about 5 minutes to answer is optimal. Anything longer and you run the risk of participant boredom and lack of engagement. It is also very important to phrase the response options carefully avoiding biased answers.
According to research, 87% of a Facebook page's engagement happens on photo posts, which means that by creating surveys or asking pointed questions with the anchor of an image, you will see an immediate increase in engagement over that of a pure text post.
Conduct surveys as often as possible so there is the opportunity to track changing trends and to make sure your surveys are efficient. By using surveys on the business Facebook page, you can get feedback on specific topics that come up. Combine those with a broader survey on your business website to get a good sense of customer satisfaction.
Positive feedback from surveys are also great to use as review posts on your company's Facebook page or on the website.
Another key to high response rates is the timing of your survey. It is difficult to know exactly when customers will have time to read and respond to the survey and every audience is different. But, through survey testing and result review it is easy to get an idea of the best response times from your audience.
Improvements to your Engagment Campaign
To bolster your engagement campaign, A/B testing is key to see what works best. Things to look at are: When are your leads likely to open their emails at a better rate, is it at 8 in the morning or noon? Do your leads click calls-to-actions from the homepage or from a dedicated landing page? Which heading will achieve more interaction? These and many other questions can be answered by A/B Testing – simply running two versions of something to see which works better.
This basic scientific method is something you can use to prepare your social media engagement A/B testing campaign:
- Ask a Question: “How can I get more people to click the link in my tweet?"
- Do Background Research: Use a web analytics tool to track the behaviour of your visitors.
- Construct a Hypothesis: “Adding an image to my tweet will increase clicks.”
- Test Your Hypothesis by Doing an Experiment: Create an A/B test in which your variant (B) is a tweet including an image, and test it against your control (A), the tweet with no image.
- Analyse Your Data and Draw a Conclusion: Using the data compiled by your web analytics tool and personal observations, you can conclude that the tweet with an image attracted a greater number of clicks.
- Communicate Your Results: Marketing is undoubtedly a team sport. By communicating the results with your marketing team, you can align future campaigns to reflect the lessons of your A/B test.
Take your social media engagment to the next level with surveys and the basics of A/B testing to see vast improvement in engagement, which will ultimately improve your website traffic, leads and ROI in the long-term.
For more information on using custom surveys for increasing audience engagement, check out BrandManager's e-book "The Essential B2B Guide to Facebook".