Yesterday I received an email from Crossway, a publisher out of Chicago. The email basically said, "We got your email address because someone from Crossway knows you and thought you might be able to give us some good feedback. Please take a look at the two book cover designs below and tell us which one you like better."
That was it. They just wanted my age, gender, and to rate two cover design options for a book that's due out in a few months. They used the free form builder on Google Docs to create the survey. It was less than 60 seconds of my time but I have to think it was invaluable for Crossway.
This is a great way to tap into people's opinions to help your organization. You can do this kind of thing a number of different ways. Whether you ask the opinions of a small group using the forms on Google Docs or use your blog, Twitter, or Facebook to get feedback, don't underestimate the direct (and often very rapid) response you can get just by asking people for help. Sure, Crossway could have sent the cover to some people inside the company to look at (and they probably did to some degree) but why not ask people who are likely to buy it? You can give your biggest fans an inside glimpse into something they're probably already interested in and get their opinion in the process. They just promoted the book for zero dollars and got something of benefit in return. On top of that, I feel a little more special that I was on the list to get the email to begin with. Don't you want your customers to feel like that?
The Stats Say It All
This is one of the biggest advantages about social media for organizations. The opportunity for a company to connect with customers (and allow customers to connect back) is huge! It's no surprise that Cone Research just released some stats showing that 56% of American consumers feel both a stronger connection with, and better served by, companies when they can interact with them in a social media environment. The study also found that 93% of Americans believe a company should have a presence in social media, and 85% believe a company should not only be present, but should also interact with its consumers via social media.
The opportunities are there just waiting for you. If you're not sure where to start maybe it's time to ask your customers. They'll have lots to say. The real question is this: are you ready to listen?