Social media surveys have a high response rate. Simply because people are always online and prefer to interact on a familiar platform. Social media platforms have accelerated the way brands interact with their customers. CX leaders get unparalleled opportunities for engagement and feedback collection.

What Are Social Media Surveys?

Social media surveys are questionnaires or polls conducted on social media platforms like Facebook messenger, Instagram, Twitter (X) and WhatsApp surveys to gather customer feedback, opinions, and insights. These surveys are typically designed to be short, engaging, quick to complete, and easy to share. This is an effective way for brands to collect data from their audience.

Types of social media surveys

• Polls – Quick one-question surveys often used on Instagram Stories, Twitter, or Facebook.
  
• Quizzes – Interactive surveys to assess customer preferences or product knowledge.
  
• Open-ended questions – Posts or surveys asking users for detailed feedback. Merren has an AI-driven open ended feature that probes respondents based on their previous response. Read more here.
  
• Reactions-based surveys – Using emoji reactions on Facebook or LinkedIn to gauge sentiment.
  
• Messenger-based native surveys – Conducted via direct messages on WhatsApp, Facebook messenger or chatbots.

As per a report by Datareportal, social media users have continued to grow in the past 12 months.

5 Benefits of Social Media Surveys

Here are five compelling reasons to utilize social media surveys for customer feedback:

1. Frequent interaction on active networks:

“There were several roads nearby, but it did not take Dorothy long to find the one paved with yellow bricks” – The Wonderful Wizard of Oz.

 If you want to find the wizard, you follow the yellow brick road. When you want to reach your customer, you look for the medium that they spend their time on. A lot of online communities are thriving on multiple social networking sites.

Brands must be present on platforms where users are most active. This is an effective way to reach customers.  As of April 2024, Facebook leads globally with approximately 3.07 billion monthly active users, WhatsApp with at least 2 billion, and Instagram with 2 billion users. In the United States, Facebook has about 177.5 million users, Instagram 138.5 million, TikTok 107.8 million, and WhatsApp 100 million. By leveraging these platforms, brands can engage with customers in familiar environments for relatability and ease of communication.​

2. Virtual connection with current and potential customers:

Social media platforms offer robust tools for brands to connect with both existing customers and potential buyers. For instance, a Facebook business page enables any user to share product information, launch advertisements, and announce events. Users can interact with these pages to gain insights, build relationships, and become brand advocates. With paid advertisements, brands can target specific demographics within a set budget. Additionally, collaborations with influencers for sponsored content on platforms like Instagram can effectively showcase products or services. The integration of messaging features across Facebook, Instagram, and Messenger can use automation to reach followers around the clock.

3. In-moment interaction via messenger surveys:

Instant messaging platforms such as WhatsApp and Facebook Messenger provide businesses with tools to present products and engage with consumers. WhatsApp Business profiles offer features like product catalogs, business hours, and instant customer service, with integrated payment options enhancing the shopping experience. WhatsApp surveys are ideal for collecting prompt and reliable customer feedback. In the era of e-commerce, using messenger surveys from Merren can expedite data collection and analysis, for a comprehensive customer service strategy. 

 4. Collection of qualitative and quantitative feedback:

The average human attention span has decreased from 12 seconds to 8 seconds. There is a need for pulse surveys that have engaging content. Social media users often have limited attention spans, making short-form content an effective medium for sharing tutorials, product features, and promotional material. User-generated content on these platforms provides valuable insights into customer behavior and preferences. Brands such as Samsung utilize video content to showcase product features. Transport company like Uber share updates and new features via Instagram, to collect both qualitative and quantitative feedback.

5. Closing customer feedback loop sooner:

Social media surveys work as a vital channel for real-time conflict resolution. Platforms like X (formerly Twitter) are particularly effective for addressing customer grievances promptly. Industries ranging from food and beverage to airlines and telecommunications actively use these platforms for customer service. According to a survey by Research Now UK, 83% of users had their issues resolved on Twitter, and 96% reported a friendly customer service experience, indicating a high likelihood of repeat business. By engaging in social listening, brands can capture feedback, improve products and services, and maintain their online reputation. Timely responses on social media surveys can prevent misinformation and enhance customer satisfaction. 

Social media is synonymous to speed, friendliness, and personalization – the three important pillars of a successful virtual customer service. With Merren, your business can take advantage of social media platforms and collect customer feedback from your patrons.

Conclusion

Create easy social media surveys with Merren, an AI-driven customer feedback platform. Sign up for a 14 day free trial and accelerate your customer experience with new age tools.