Goodbye Surveys — Hello Social Media Feedback
posted by Anna Mar, July 24, 2011It's the survey to end all surveys — social media has the power to collect feedback from customers, partners and employees without feeling like a survey.
The days of lengthy paper, web and telephone surveys are numbered.
Survey Blindness
Modern business is complex, agile and competitive — metrics are key to managing relationships with customers, employees and partners. This has driven dramatic growth in the use of surveys for the past 60+ years.The average person is now asked to fill out a survey several times a day. At the dentist, after a flight, when you call your bank, in the newspaper, in your mailbox, on websites — surveys are everywhere.
If you don't notice all these surveys you are not alone — response rates have been on the decline for many years. Companies have responded with incentives, discounts, points and freebies to respond. Incentives for surveys have limited impact, can skew results and are expensive.
Social Media Feedback
Social Media Feedback is not about putting a traditional survey on your Facebook page — it is about collecting information in the native format of social tools.
Organizations interact with social media communities while at the same time:
- monitoring social media for feedback
- analysing feedback with enterprise feedback management tools
- leveraging enterprise systems such as CRM and ERP
Feedback drives relationship management and continuous improvement of processes and products.
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