Being a close observer of the emerging social networking phenomenon (Disclosure: I work at LinkedIn), I’m always intrigued by its impact on marketing as a whole. Just yesterday, when I logged onto my Facebook account (more on that later) I was greeted by a market research poll on my mini-feed, which asked me which Tech blog I read the most or something to that effect.
Today TechCrunch clarifies:
This is an advertising product that is designed to generate revenue. Users can able to create a poll question and up to five answer choices, and then target the poll based on gender, age, location or profile keyword.
Most importantly, these polls appear in users’ mini-feed, which is prime time online real-estate.
Why could this be of importance for marketers?
Now, this valuable data, is gonna cost you:
The polls are not free – Facebook charges you a variable amount based on how quickly you want results. You tell Facebook how many results you want and how much you are wiling to pay per result. The more you offer, the more quickly results are returned to you. Prices currently range from $.10 to $1.00 per data point, plus an initial $5 insertion fee. Facebook will estimate the completion time for the poll based on how much you bid. (Source: TechCrunch)
So here are questions to you:
Do you think, the mix of marketing research conducted within a social network, would make a difference to the quality of data gathered? Is this data more valuable to you as a marketer?
Would you answer a question if someone within your social/professional network asks you a question. Have you tried LinkedIn Answers? (As I said above, I work for LinkedIn)
Feel free to leave a comment.
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