4 Tips on How to Use Twitter Polls in Your Marketing (from Twitter)
Just over a year ago, Twitter introduced polls, a new way to generate engagement and response from your Twitter audience.
And while polls have never really been a massive hit, they are used regularly, and can be a great feedback tool.
Have you ever considered Twitter polls within your social media marketing strategy?
Whether you have or haven't, Twitter recently outlined four ways in which brands can use polls - and they might just get you thinking about the potential benefits of querying your Twitter audience.
1. "Tap into trending topics"
As per Twitter:
"Everything happens on Twitter, from breaking global news to local events. Use a poll to be part of the conversation in an engaging way. Include event hashtags to widen your reach and connect with people chatting about a specific moment."
In this example, Drybar is looking to tap into the trending Emmys conversation with a themed poll - which is pretty much the same as newsjacking a hashtag, but adds a more creative, unique element to it.
Other brands have used the same process to tap into trending hashtags and conversations.
It Mondays were shoes, they would be Crocs.- frank body (@frank_bod) October 3, 2016
What helps you get through Monday?#mondaymotivation
Using the #MondayMotivation tag, frank body seeks input from their audience, which can help boost engagement and interest, and make their tweets stand out from the rest.
2. "Ask for feedback that helps your business strategy"
Twitter polls can also be a quick and easy way to get insight from your audience about strategic direction or potential changes - but interestingly, the examples provided by Twitter in this instance also underline one of the reasons brands avoid polls.
In this example, Bixal has called on their followers to let them know what content they want to see. The problem here is that only 10 people, in total, have responded, which is likely not an indicative enough audience to draw and conclusions - while it also underlines, potentially, how unengaged your current audience is (for reference, Bixal has more than 4,400 followers)
As noted, this is likely one of the main reasons brands avoid polls, for fear of the results showing that no one's listening to them - it's hard to position your business as an influential voice in the industry if only a small percentage of your audience takes the time to respond when asked.
But then again, it is what it is - you can't get any feedback at all if you don't ask, and if you want to actually become a more influential presence in your inducts, you need to start incorporating feedback and response. Polls can help you do that.
Maybe you won't get a heap of response initially, but the more engaged your audience becomes, the more valuable a tool polls will be.
3. "Discover product preferences"
Another way polls can be used is to seek feedback on specific products. This gives your audience a chance to voice their preference, while also providing you with data on what Twitter users are most interested in.
I'll take my Alfred cold brew:- Alfred Coffee (@alfredcoffee) October 3, 2016
4. "Ask lifestyle questions that tie back to your business"
And Twitter's last key tip on utilizing polls in your social media marketing efforts is to ask day-to-day questions which can be tied back to what your brand does.
What is the one item you are always misplacing around the house?- The TrackR (@TheTrackR) October 13, 2016
This is essentially about knowing your audience and understanding the value that your product/service provides. If you can pose an interesting question that gets people thinking, that can help highlight the value your business provides, which can be a great way to get people thinking and considering your brand.
Overall, it's hard to say how much or how little value Twitter polls can or will provide. Engaging with your audience is a great way to establish better connection - which is particularly important in the age of algorithms - but at the same time, you might post and get few responses, which can feel somewhat embarrassing. But you need to start somewhere - getting a few responses and starting a conversation is just that, a start, and those initial notes can lead to building a more engaged community over time.
Just like Twitter itself, polls won't be for everyone, but they can be a good way to add something new and different into your social media marketing mix.
Follow Andrew Hutchinson on Twitter