Surveys And Their Value: 3 Ways To Gain More Value From Surveys With Social Media

Surveys and polls are an essential tool in any social media campaigners arsenal. They offer a quick, easy, cost effective and heart to heart channel of tapping the pulse – of the market and that of your tribe.

Guy Kawasaki was doing just that when he used Twitter as a mechanism to gather some inputs for the title of his new book today morning:

Help me pick a book title: http://twtsurvey.com/jimta4 about 6 hours ago via web

Here’s the correct link for voting for my book title: http://twtpoll.com/f400ja about 1 hour ago via TweetDeck

Via Twitter: http://twitter.com/GuyKawasaki

It was a single post survey Guy was running, with the four options being:

  • Enchantment: The Art of Getting People To Do What You Want
  • Enchantment: The Art of Changing Hearts, Minds, and Actions
  • Enchantment: The Art of Changing What People Will Do
  • Other (implied meaning – suggest a title)

I’m sure Guy will get a lot of useful feedback including fresh, new title suggestions from this crowdsourcing exercise.

But I though Guy might have done a few things differently – and you should too when you tap the wisdom of your flock.

What’s For Me In It:

The “what’s for me in it?” is a question passed over from generations since the inception of humanity. That question holds good even in your surveys and polls. Even if you already have a large tribe.

You’ll be able to derive more value from your surveys the moment you can create value for the participants. It needs to be tangible value – either instant, or deferred.

One example would be to give a coupon code good for a discount. In Guy’s case, it could be an opportunity to pre-order the book today, either at a lower price or with a bonus.

Note the “real value” part of it though. As with everything else, people will see through fake and gimmicky “buy this, get a million dollars free” offer.

Turn Clicks Into Longer Term Connections:

With every respondent on your survey, you have the potential opportunity to create a longer term connection. But the window of opportunity is only open for a click. May be two.

Use this opportunity to connect with your audience – if they’re already a part of your flock, pat them on the back. If they’re not, win them over and bring them in.

More Leverage:

You’ll get more leverage in your venture, whatever it is, based on creating value and building longer term connections. More interest levels, more feedback, more numbers to go back to the publisher with and negotiate a better deal for yourself. Or more course corrections along the way that lead to a superb product or service. Or a fabulous blog.

After all, leverage based on the principles of honesty, integrity and openness, is just another name of social media – isn’t it?

And here’s the kicker: I have a survey running on this very blog (in the sidebar) that violates some of these very tenets. Points noted, and I’m going to work on fixing that tonight!

What do you think? How else do you convert surveys into connections – in your own social media world?

(Image Credit: kagey_b http://www.flickr.com/photos/kagey_b/)

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