If your one of the lucky organisations (sorry retailers) who experiences something of a quiet period over the Christmas period, you might want to think about taking some time to run an engagement survey on your social media presence.
Why do this?
A lot can change over the course of a year. As you gain new followers, the shape of your audience can change. The content that may have resonated with your audience six months ago may now be dated with sector movement or simply getting repetitive.
By running an engagement survey, you learn a great deal about who the engaged members of your community are. You can find out what’s working, what’s not and in doing so grant yourself some bearings for revising your strategy and steering the presence towards your objectives in the New Year.
It’s certainly an appealing notion. There are a few obstacles worth your consideration, however. Below I’ve listed them, and provided some guidance on the means by which to navigate them.
1.) Avoid the treasure hunters.
Naturally, whilst there exists within our population a small group of people who can think of nothing better that spending their Saturday night completing surveys, such individuals are a minority group at best and certainly not indicative of the engagement status of your average audience member.
Surveys require value propositions, and what you offer will require an element of consideration, as this in itself is an obstacle. If your value proposition is too generic or large, you’re going to start attracting people from outside your Page’s audience group. If you offer an Ipad, people aren’t likely to care who you are, they’ll simply answer the questions to go into a draw.
The best way to manage this is to offer value that is more specific to your community or Page. You will likely be the best person to make this call. Perhaps it’s merchandise or an offer from your organisation that you think your community will find appealing.
2.) Don’t overstay your welcome.
As with any survey, keep the required responses as short as possible. If the survey takes longer than five minutes, you will likely cause your participants to switch off and disengage.
Ask the most valuable questions first, when possible, use survey logic and be succinct.
3.) Be transparent about your agenda.
Whilst you don’t need to make the results of the survey transparent, you do need to ensure your community understands how you intend to use their responses. Better yet, communicate the changes you are planning on making as a result.
If you can demonstrate that you’ve listened and understood, you gain much in the way of confidence you place yourself in a far stronger position to run future surveys.