TWITTER POLLS: THE MIXED BLESSING FOR BRANDS
A few months ago, Twitter announced that every user on the platform will be able to poll their followers. Polls have been available on the platform before but never in a native platform. Previously, users would either need to use a third party service such as Pollin, or hack a polling system by asking their followers to retweet for one option or favorite for the other option. For example, with the infamous viral debate: “Retweet if you think this is a gold dress, favorite if you think it’s blue.”
Native Polls are currently being rolled out, and there have been some strong beta testers trying out the feature since September. Soon users will be able to create a poll from within the interface, mobile or web, by clicking an add poll button. Currently, polls can only be set up for two answers, and are limited to 24 hours. Users on third party applications do not currently have access to the polls feature, and there has been no word from Twitter on whether or not third party software will ever have access to polls.
Poll the Experts
- Brands: Most agree that Brands will be quick to jump on polls.
- Engagement: Some believe that polls will increase engagement, while others contend that the limited functionality of two responses will limit discussions.
- Reengagement; Polls will drive users back to Twitter because those who participate in polls receive a notification to view the results of a poll when it closes.
- Annoyance: Some fear that a proliferation of Twitter Polls could be extremely annoying for users and could turn them away.
The Mixed Blessing of Polls
- Engagement: Polls may increase Twitter engagement if they are deployed effectively and appropriately for a company’s social media strategy. They are also sure-fire ways to identify trends with audiences, or encourage brand ambassadors to chime in on company inquiries to increase two-way communication. Overall, engagement will also depend on how well polls are integrated into certain campaigns, but above all else, polls must be audience-centric backed by relevant content.
- Reach: Polls do not fundamentally alter the way content is seen on Twitter; they are only shown to followers. Therefore, responses will depend on your following. If a brand has a large following the poll will have a larger reach. Whereas the same is true for a smaller follower base, yielding a smaller reach.
- Effectiveness: Polls could be thought of as an effective survey method on Twitter. For simple questions this functionality could be useful; however Twitter only allows four answer choices, which may not be sufficient for more nuanced or complicated questions. (Edited 12/1/15)
- Bottom Line: In a world where two-way or omni-channel conversations are the brand imperative, polls are a seamless and new tool to integrate into your Twitter communications.
What’s in it for the Brand?
As polls spread across Twitter, companies should adopt this new tool. Polls will be most effective when integrated into a comprehensive social media strategy and deployed around audience-centric content.
Interested in learning how your company can use polls to engage your audience and diversify your social media strategy? Reach out to the Eastwick Digital Brand Lab here.
