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How to use Facebook for Market Research

By Ray Poynter (pictured), a director at Virtual Surveys

For years the term market research has meant specification, recruitment, interview, analysis and
presentation, taking weeks to achieve, requiring the intermediation of research agencies.

Online interviewing made the process quicker (for fewer weeks) and cheaper (costing fewer
thousands of dollars), but has changed it little. Could all of this be changing?

Facebook has attracted millions of ordinary people to social networking and claims to be offering
new solutions to old problems.

For example, Facebook Polling is a new way to find out quick answers to simple questions. Users
log in, type a simple question, specify a geographic location and a sample size, pays as little as 51
US dollars (for 100 interviews) and the results start flowing in.

These polls are clearly not going to replace U&A or ad-trackers, but they could spawn new ways of
working. Traditionally, we have expected everything to be designed before the research begins, but
often the basic assumptions were wrong.

With Facebook Polling, the first step could be to spend 200-300 US dollars asking a series of
questions over a couple of days, refining the scope of the problem, and answering some queries on
the way.

Purists are going to moan about representivity, sampling methodology, and validity. But, they forget
how shaky their normal methods are. And, at these prices and at this speed, there is plenty of
chance to explore the medium, to estimate offsets, and create benchmarks.

Beyond Polling, Facebook offers a number of other ways for brands to learn more about, and
communicate with, their customers. One option is to create a community in Facebook, with links to

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conventional online surveys, hosted outside Facebook. This approach is being used, for example,
by Skittles Bubble Gum, with a group of over 5,000 Facebook members.

One of the most important steps, for any brand, is to listen to what customers are saying, and one
great way to do that is via social networks such as Facebook.

Recently, Cadbury did just that when 93 Facebook groups, with upwards of 14,000 members
between them, petitioned for Wispa (a bar discontinued in 2003) to be re-launched. Cadbury have
announced that the product will be re-launched in October 2007.

In a Web 2.0 world, brands have to learn “to cede control to customers”, as AG Lafley, P&G’s CEO
said. Cadbury have shown this with Wispa, and Facebook users have learned they can make a
difference.

Will Facebook change the way brands research their users overnight? No. Will Facebook be the
platform that will eventually replace old-fashioned research? Probably not.

In the 18th Century, French inventor Cugnot built a steam powered car, it did not become the
blueprint for the future, but it did show that the age of the horse-drawn carriage was coming to an
end, Facebook is doing the same for old-fashioned research

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How To Use Facebook Ads For Social Recruiting

by Erick Schonfeld on May 12, 2010

Social recruiting is all the rage right now when it comes to finding new employees to hire.
Citysearch CEO Jay Herratti recently told me about a simple but effective way his company is
using Facebook ads to hire people. Facebook ads are highly targetable. Citysearch puts up
an ad with a picture of the hiring manager and shows those ads only to that manager’s
Facebook friends. For instance, the image of the ad at right is the one seen by friends of
Citysearch senior VP Kara Nortman, who is introducing social features such as business
Tweets into Citysearch.

Since each ad can be “liked,” and thus shared across the social network via the news feed,
the ads become implicit referrals. If you know Kara and you see the ad, whether or not you
are looking for a job, you might feel inclined to like it and share it with your friends. Or
maybe you are looking for a job and since you know Kara or at least are connected to her on
Facebook, you feel like you’ve got an in. The ads seem to be working. Kara’s inbox was
flooded after the ad ran.

Repeat that across all hiring managers, and companies can create their own homegrown
social recruiting campaign. If you try it out, let us know the results.

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