Task B
Survey use of social media by customers
Questionnaire to customer type associations
Compile questionnaire
Identify associations
Strategy for surveying

Social media platforms enable you to create and engage communities online. These communities are of like-minded people who share opinions, ideas, and information of interest with one another.
The networks that evolve on social media platforms like Facebook, Twitter, LinkedIn, Pinterest, Foursquare, Google Plus might include the very audiences your business serves.
And at some point, you may want to ask for their feedback. For example, let’s say your company is planning to introduce a new mobile app and wants to do a little more market research. You might consider posting a short survey on Facebook and offering a 50 percent discount to the first 50 customers who complete it for you.
How to Use Social Media Surveys
Social media channels assessments. Do your clients and customers use the Internet and social networks? If so, which ones? Are they on Facebook, Twitter, LinkedIn, Pinterest, Foursquare, Google Plus—or all of the above? How often do they participate in these communities, and for what purposes? What devices do they use to connect, and how likely are they to engage as a consumer? A mobile user will engage with your products very differently than someone who primarily accesses the Internet from Mac or Windows desktop. Use this information to build your digital marketing strategy, including which types of content to deliver (video, blogposts, images, infographics, how to, or other), how long to run promotions, and which key influencers to target
Influencer strategies. Identify the key influencers in your business or social networks, and design strategies to engage them to amplify your messages. Invite them to write a guest product review, or ask them to participate in a podcast panel discussion. Develop content and social media marketing that includes their third-party perspective on your company, product, or service to foster authentic conversations.
Near real-time feedback. Invite your networks to provide honest and immediate feedback. For example, ask members to try out a new smartphone and online app you’re developing and share their thoughts about the user interface and experience. Include an incentive to encourage them to complete your survey.
Sample Online Social Media Survey Templates * General Internet Usage
Are your customers, clients, or other audiences on the Internet? How often? What devices do they use to connect and where? What purposes do they typically use the Internet for—personal or business? If they were to use the web for one purpose only, what would it be?
Mobile or Cell Phone and App Use learn more about your target audience’s mobile phone and app use. If they use the Internet or Web applications, do your audiences use them on mobile or cell phones? Are they big smart phone users, and frequent consumers of new applications? Do they own an iPhone, Android, Blackberry, or Windows phone? How often do they use their phones to access their online social networks? Are they inclined to buy apps often, and if so, what kind of apps? Use this feedback to decide if your business should develop and offer a mobile app too.
Media Usage
How often does your audience watch movies or TV shows streamed online? Would it make sense to integrate more video advertising and promotions into your online communications or marketing plans?
Online Social Networking
Which sites do your audiences frequent? And how often? What are their primary purposes for using these sites? Which site are they MOST likely to use, if they were to use only one? Evaluate which channels to use in your social media marketing campaigns.
Professional Networking Sites
How often do your B2B customers frequent professional networking sites? Learn which of these sites might be good for introducing interactive thought leadership campaigns to build awareness about your company or the business solutions you offer.
Facebook
Find out how your customers, clients, or other audiences use Facebook. Are they actively engaged, frequent visitors? Or occasional drop-ins? Do they use Facebook mainly to connect with friends and family, or are they members of other interest groups too? Customize this survey for any social network application.
Twitter
How often do your customers and clients tweet or check their feeds? Is Twitter a good place for your brief news flashes or short promotions? Find out about your respondents’ usage to decide if Twitter is a good channel for your purposes.
Pinterest
Ask respondents if they’re regular Pinterest users, and if many of their friends are also on Pinterest. Do they use it often? Have many pins? How many pins currently have prices attached? How did they sign up for Pinterest? Use this information for planning survey-driven product promotions.
Blogging
Find out what blogs your target audience posts to and reads regularly. Identify respondents who might be potential amplifiers of your messages, as part of your community engagement strategies.
Online Interest Sharing
Learn about the interest-sharing sites your audiences are using, and how frequently, and decide whether it makes sense to engage there to promote your product or service.
Online Video Viewing
Which video viewing sites does your audience visit most frequently? You might be surprised to learn that Youtube is not the only video site your audience uses. What channels and programs are they most likely to watch? If you’re planning online advertising or marketing, use this feedback to decide which of these channels might be most effective for your target audiences.
Brand Management Surveys
Four Key Elements of Your Brand
Brand Equity, the value of the brand, is largely determined by four key elements: brand awareness, brand attributes and associations, perceived quality, and brand loyalty.
Qualtrics Brand Equity and Brand Loyalty solutions help you build brand awareness for the customers you target, diagnose problem attributes and associations, increase perceived quality, and increase brand loyalty.
Brand Awareness Measures
Brand awareness research is the key to creating brand equity. Awareness equates to traffic and prospective buyers showing up at the store. Without awareness, little happens. Qualtrics measures brand awareness using both aided and unaided recall items such as the following: * Which single company comes to mind first in the laptop computer market? * Which other companies come to mind? * Which company do you view as the leader in the laptop computer market? * Which factors led you to mention [Piped Text Company Name] as the leader?
Brand Attributes and Associations Measures
Brand attributes and associations provide the fabric of loyalty and equity research. Loyalty and equity are largely the result of the associations and attributes of the brand. These brand evaluation attributes may be functional, physical, financial, social or psychological in nature. Researchers at Qualtrics are experienced in developing a comprehensive perspective for your brand loyalty and brand equity evaluation.
Qualtrics Brand equity measures include basic product features and attribute measures, as well as more advanced attribute-personal image congruence measures: * This laptop is reliable and trouble free. * This laptop has features that I’m looking for in a laptop computer. * This laptop is less expensive than most laptop computers. * This laptop is attractive and stylish. * This laptop is a good value for the money. * This laptop is a high quality laptop computer. * This laptop is a dependable computer that I can count on.
Brand Loyalty and Equity measurement is accomplished with multiple attribute and association inventories that focus on quality and craftsmanship, and key component areas such as design and package, keyboard, processing power, ease of use, performance, and graphics and sound.
Associations include such areas as how the customer thinks and feels about the product and personal viewpoints about the product class. * Security and safety * Trust and confidence * Dependability and freedom * Peace of mind and calm * Self esteem and success * Congruence and compatibility * Power and control * Psychological and psychographic associations with the product

Strategy of surveying
What to include in your survey
Start off with an explanatory paragraph outlining the purpose of this questionnaire or survey and how their input will help your business. Use this space to indicate how long it will take to complete and the due date.
Include an exit or screening question – This question can identify if the responder has no interest or knowledge, if there is potential conflict or bias, or if this questionnaire or survey is not relevant to them.
Ask easier questions first – If there are some questions that are more difficult than others, then mix them up. The easier questions are generally quicker to answer leaving more time for the difficult ones.
That survey produced some very interesting and insightful results: • In the vast majority of organizations, no one person is being made responsible for social media (lack of accountability) • Social media is being assigned to staff without removing any existing responsibilities (lack of adequate resources) • The social media effort has no dedicated budget or staff resources in 90% of the organizations surveyed • ROI and objectives are either not defined, or are not being measured (lack of a coherent strategy) • Organizations are struggling to both measure and to grow engagement in their social media communities (challenged on execution and management)