It’s amazing what you can learn from listening and engaging on social media. One of the greatest opportunities is learning how to better your product or service by gathering product feedback, complaints and research from social media.
Social media is not as controlled as a focus group, but it can expand beyond the walls of one room and help you amplify your quest for product insight. But where do you start? Here are the three steps.
1. Establish a Goal
First, you need a goal. This goal will help ensure you ask the right questions and go after the right audience. It’s about asking yourself what you want to accomplish, such as:
• Product feedback
• Improving a service
• Updating an existing product
• Launching a new product
• Gathering new product ideas
• Gathering product enhancement ideas
If you know what you’re looking to accomplish from the start, you’ll keep yourself on track, and it will serve as a course-corrector if the research isn’t working.
Goals also help you determine where you want to conduct your research. The social web is wide open, and you don’t need to cover every social channel. In fact, you may only need a few social channels. Or, it may even require you to create your own social channel.
2. Ask the Right Questions
By having a goal, you can ask the right questions, which is the next step. Your questions should not only speak to your goals, but they should elicit a response. Formal or stale questions won’t break through or create interest. In addition, one question format may work on a blog, but may not work on Twitter. Therefore, consider your audience and any restrictions on the platforms, such as character limits.
Depending on the goal, the questions will vary, but here are some ways to frame it.
• What do you think of…?
• How would you improve…?
• Name one thing that…?
• We’re looking for your ideas on…
• What would you think if we…?
These are all open-ended questions that promote discussion. They stray from a potential negative spin as well.
3. Put the New Insights to Work
After you gather the great feedback and insight from your audience, the third step is putting it into action. You must carry out and deliver on the promise you set as part of your outreach. When you’re responding and engaging, make sure to have your responses planned and approved by the entire team. After all, you don’t want to promise that someone’s feature request will launch tomorrow when it’s not even on the roadmap.
The best thing you can do after you’ve asked your questions is to take the data back to the internal teams that can actually improve or create the product or service.
What other steps do you take to begin the journey of product development with social media?