How do you use social media to conduct market research or gather customer insights? To uncover the best practices, we asked 19 thought leaders for their tips—here’s what they shared.
- Use Social Media for Real-Time Feedback
- Social Listening Led to Best-Selling RC Car
- Develop Content Based on Client Engagement
- Polls and Comments Improve Chatbot Performance
- YouTube Comments Shape Service Improvements
- Create Guides Based on Client Questions
- Monitor Niche Groups for SaaS Insights
- Expand Product Line Based on Feedback
- Polls and Surveys Enhance Shipment Tracking
- Implement Client Portal Based on Feedback
- Polls Drive Product Updates and Engagement
- Develop Multiplayer Modes from User Feedback
- Revamp Online Booking Based on Reviews
- Social Listening and Trend Analysis
- SEO Tips for Contractors Increase Engagement
- Develop Guides from Social Media Feedback
- Reddit Feedback Improves Product Updates
- Monitor Social Media for Pricing Insights
- Add Real-Time Tracking to Improve Transparency
We use social media as a real-time feedback channel to understand what our customers want and identify any service areas where we can improve. Our team actively monitors and engages with customers across platforms like Facebook and Instagram, which allows us to spot trends in customer feedback. For example, a few years back, we noticed a recurring request in our social media comments for more detailed information about tree health, including signs of disease and best practices for seasonal tree care. With my experience as a certified arborist and TRAQ certified specialist, I understood that these were essential insights. In response, we developed a set of educational posts and videos that not only answered these questions but also shared expert tips for tree maintenance, giving customers a better understanding of how to care for their trees between visits.
This approach has not only enhanced our customer satisfaction but also boosted engagement and trust on social media. By offering this valuable information based on years of hands-on experience, we created a more knowledgeable and connected customer base, which ultimately led to increased referrals and repeat business. This example highlights how listening to customer needs on social media and combining that feedback with professional expertise can turn insight into actionable and customer focused improvements.
Amaury Ponce
Business Owner, Ponce Tree Services
One of our most successful product launches to date came directly from listening to our online community.
We had been selling a popular RC car model for years, but we kept seeing a recurring theme in social comments and reviews:
“I love this car, but I wish it had more battery life for longer play sessions.”
This feedback was echoed across multiple platforms—Facebook, Instagram, forums, even YouTube video comments.
It became clear that battery life was a major pain point preventing customers from fully enjoying their experience.
So we took this insight straight to our product team and worked with our manufacturer to create a new version of the car with an extended battery pack.
We didn’t just stop at addressing the functional need though. We also used social insights to guide the design and positioning.
We noticed that a lot of the comments about short battery life came from parents who wanted to race with their kids. They emphasized the bonding and shared excitement of the hobby.
This led us to market the new model as the “Family Bonding RC Car” and showcase imagery of multi-generational racing in our ads and product pages.
The result? The new battery-boosted model quickly became our best-selling RC car of all time, driving a 150% increase in category revenue.
But beyond the sales impact, the real win was showing our customers that we’re listening, we care, and we’ll go above and beyond to deliver on their needs and desires.
That’s the kind of customer-centricity that social insights can unlock. It’s not just about collecting data points; it’s about deeply understanding the humans behind the screens and building products and experiences that excite and delight them.
In a world of infinite choice and sky-high expectations, that customer-centric approach is the key to standing out and building lasting brand love and loyalty.
Hamish McRitchie
Co-Founder & Director, Hobbies Direct
Develop Content Based on Client Engagement
I use social media to gain insights into the topics and concerns that matter most to our clients. By monitoring engagement I can identify what information clients and potential clients seek. For instance, we observed significant engagement on posts about co-parenting and child custody, yet followers still had questions about specific scenarios, like joint custody during school breaks or introducing new partners. In response, we developed a series of detailed blog posts and social media videos addressing these issues. This approach not only boosted engagement but also showcased our dedication to addressing real client concerns, strengthening relationships with current and potential clients.
This experience underscored the importance of listening to our audience’s needs on social media. It shapes our services and content, enabling us to better support families through challenging transitions. Social media is not just a promotional tool; it’s an invaluable resource for understanding and serving our community more effectively.
Mark Childress
Attorney, Law Offices of Mark M. Childress, PLLC
Polls and Comments Improve Chatbot Performance
Social media is a goldmine for customer insights. As a founder of a chatbot, I regularly use polls, comments, and direct messages to gauge what our audience is thinking. For example, on our chatbot’s Instagram page, I conducted a poll asking users what they found most frustrating about online customer service. A significant percentage mentioned slow response times and lack of personalization. This feedback led us to fine-tune the bot’s algorithm to offer quicker, more tailored responses, which resulted in a 20% increase in customer satisfaction.
Another powerful tool is analyzing hashtags and trending topics to understand what’s buzzing in your industry. By monitoring discussions around AI and automation, I’ve identified gaps in what competitors were offering and tailored our chatbot to fill those voids. For instance, customers were expressing a need for a chatbot that could integrate seamlessly with their e-commerce platforms, which inspired the development of a plugin that supports Shopify and WooCommerce.
Social listening also plays a big role. Watching what customers say about your brand or similar products can reveal hidden opportunities. Once, a user tagged our chatbot in a complaint post about a competitor’s bot being too robotic. This was the perfect cue to emphasize our bot’s natural conversational tone in marketing campaigns, which significantly improved our brand’s perception.
Azam Mohamed Nisamdeen
Founder, Convert Chat
YouTube Comments Shape Service Improvements
We use YouTube to learn what matters to our clients. By reading through video comments and seeing which topics get the most engagement, we understand what people want to know. For example, when we noticed a lot of questions about recovery time after hair transplants, we realized it was a big concern. So, we made more videos covering what to expect during recovery and shared tips to help make it easier. We also improved our aftercare resources to support our clients better. YouTube has been a great way for us to connect with people and ensure our services match their needs.
Dr. Michael May
Medical Director, Wimpole Clinic
Create Guides Based on Client Questions
Social media has been a great tool for our firm to understand what clients are looking for and the questions they have. We regularly post helpful content on topics like, “What to do after an accident” or “How to handle insurance adjusters,” and pay close attention to the comments and messages we receive. This helps us see where people are confused or need more guidance.
For instance, we noticed many people were unsure about the timeline for personal injury cases. To address this, we created a detailed guide on our website explaining each step of a typical case and the factors that can affect timing. We shared this guide on social media and it got a great response, showing us that listening to client concerns on social media can lead to practical improvements in the resources we offer.
Joshua Frachtman
Attorney, Partner, Zimmerman & Frachtman
Monitor Niche Groups for SaaS Insights
We dive into niche online communities, such as specific LinkedIn and Facebook groups, to observe unfiltered discussions around common pain points and challenges within SaaS and e-commerce. These spaces give us insights that wouldn’t surface in formal surveys because people share more honestly with their peers. This approach keeps us attuned to real-world needs, allowing us to shape our services to fit emerging issues.
After hearing that clients wanted a more “hands-on” approach, we introduced monthly strategy sessions, allowing us to collaborate closely with them on campaign adjustments. These sessions turned our services into a more interactive experience, where clients felt involved in real-time decision-making. This adjustment has created a stronger partnership dynamic, leading to a 40% boost in client engagement with our strategies.
Marc Bishop
Director, Wytlabs
Expand Product Line Based on Feedback
Social media has been an imperative tool for us, guiding our marketing strategy and product development. In one instance, we noticed through Instagram insights that our posts featuring mermaid-style dresses were getting more likes and comments.
Upon further analysis of comments and direct messages, we realized that our audience was asking for more variety in this type of dress—a trend we hadn’t fully tapped into.
Acting on this valuable feedback, my team set out to expand our mermaid-style dress collection, incorporating more colors, fabric options, and size ranges. The launch exceeded our expectations, registering a 35% increase in sales in the first month itself.
This was a profound learning experience on the power of social media as a source of real-time market research and customer feedback. In the era of digital communication, listening and responding to your audience is the key to staying relevant and successful.
Eva Miller
VP of Marketing, Pretty Moment
Polls and Surveys Enhance Shipment Tracking
Social media, especially LinkedIn, is crucial in connecting us with our target customers and helping us gather insights from them to improve our shipment tracking services.
Our preferred methods of conducting market research and collecting customer insights on this platform include using polls and surveys, engaging in industry discussions, and analyzing competitor feedback.
Polls and surveys are a quick and efficient way to ask our customers directly what they like or don’t like about our software and API solutions. The feedback we get from this approach is fed to the development team, which, after review, allows us to develop new features or improve existing ones.
Engaging in industry discussions in LinkedIn groups has been vital for understanding customer sentiment about our performance. Feedback such as difficulties integrating with our API solution has been key to our company creating and publishing better guides on our website to enhance the customer experience and speed up implementation.
Lastly, analyzing what customers say about competitors in our niche is important for guiding future product developments and identifying areas for optimizing some of our features to serve our customers better and attract new ones.
Clooney Wang
CEO, TrackingMore
Implement Client Portal Based on Feedback
Social media has revolutionized the way we gather valuable insights from our clients and potential clients. By actively engaging with our audience on platforms like Twitter, Facebook, and LinkedIn, we can gain a deeper understanding of their needs, preferences, and pain points.
Through social listening, we can monitor brand mentions, analyze conversations, and identify emerging trends within our industry. This enables us to adapt our strategies and services to meet the evolving needs of our clients. Additionally, conducting surveys and polls on social media allows us to gather quantitative data on specific topics, such as client satisfaction or preferred communication methods.
A recent example of how we’ve leveraged social media insights is the implementation of our new client portal. By listening to client feedback on the desire for more transparent communication, we developed a portal that provides real-time case updates, document access, and direct messaging with their attorney. This proactive approach has significantly improved client satisfaction and trust.
Rick Hovde
Founding Partner, Hovde Dassow + Deets
Polls Drive Product Updates and Engagement
We use social media polls and sentiment analysis tools to gather real-time customer insights. For example, on Instagram, we ran a poll asking users what features they wanted in our next product update. The overwhelming response highlighted a demand for better customization options. Within weeks, we implemented these features and promoted the update on the same platforms, leading to a 25% increase in user engagement. Social media provides a direct line to customer preferences, allowing us to align our offerings with their needs quickly. Listening and acting on feedback strengthens loyalty and product relevance.
Runbo Li
Co-Founder & CEO, Magic Hour
Develop Multiplayer Modes from User Feedback
I’ve seen how social media can be a direct line to understanding our audience’s needs and preferences. Social media channels, particularly Twitter and Instagram, provide immediate feedback and reveal trends among our player base. We monitor comments and run informal polls to gauge interest in specific game features or content updates, which gives us real-time insight into what our users enjoy and what they’re missing.
One example that stands out is when we noticed frequent comments requesting more multiplayer options. Our community often shared feedback on the social aspect of gaming and wanted a way to interact more. Based on this input, we focused on developing a few multiplayer modes and found the response overwhelmingly positive. Engagement increased, and user retention on those games improved, confirming that social-driven insights could guide us in creating content that resonates deeply with our audience.
Marin Cristian-Ovidiu
CEO, Online Games
Revamp Online Booking Based on Reviews
Gathering customer insights via social media platforms is a powerful tactic I’ve employed to keep my finger on the pulse of the restaurant industry’s digital landscape. An instance that profoundly depicts this was when I engaged a popular Italian restaurant in Melbourne with a digital makeover. The starting point was keen social media listening. We actively monitored online customer reviews, posts and comments about the restaurant, studying them for patterns, complaints, and compliments. We realized that while the food received consistent praise, many customers were unhappy with the online booking experience.
Using this invaluable feedback, we revamped the restaurant’s website with an intuitive booking system. Following this upgrade, we witnessed a significant uptick in bookings and positive customer reviews, demonstrating a direct correlation between social media insights and service improvements. In this scenario, going beyond mere likes and shares on social media to grasp customer sentiments enabled us to bring tangible enhancements to the client’s digital representation and customer experience.
Andrea Abbondanza
CEO and Founder, SEO For Restaurants
Social media is a powerful tool for gathering real-time customer insights and conducting effective market research. By monitoring social platforms, businesses can identify emerging trends, understand customer sentiment, and refine products or services to better meet market demands. Here’s how leveraging social media feedback has become instrumental in enhancing customer experience.
- Social Listening and Trend Analysis – Social media listening tools allow us to track brand mentions, hashtags, and keywords related to our industry. Through these tools, we can pinpoint customer preferences and analyze competitor positioning. For example, using social listening, we noticed a rising interest in eco-friendly packaging within our audience, prompting us to research sustainable materials and adjust our product packaging to align with customer values.
- Engaging Directly with Customers – Engaging in direct conversations with customers on social media platforms like Twitter or Instagram provides unfiltered insights. This dialogue can reveal specific pain points or desired product features. For instance, by responding to Instagram comments and DMs, we gathered feedback that customers wanted additional color options for one of our best-selling items. Acting on this feedback, we expanded our color range, which led to a notable increase in sales and customer satisfaction.
- Conducting Surveys and Polls – Social media surveys or polls, especially on platforms like LinkedIn or Facebook, are effective in gauging customer interest and preferences quickly. Recently, we conducted a poll on Instagram to assess interest in a new feature we were considering. Based on responses, we found that customers were more interested in enhanced functionality rather than aesthetic changes, allowing us to focus our development efforts accordingly.
- Analyzing User-Generated Content – User-generated content (UGC) provides authentic insights into how customers use products. Monitoring and reposting UGC not only builds brand loyalty but also offers valuable feedback. For example, after seeing multiple customers share photos using our product in a specific way, we realized there was a demand for an accessory to enhance that usage, which led us to develop an add-on that became a popular purchase.
These strategies enable us to stay connected with customer expectations, continuously improve our offerings, and strengthen our market position based on actionable social media insights.
Vaibhav Kamble
CEO, CloudOptimo
SEO Tips for Contractors Increase Engagement
Social media is a goldmine for real-time customer feedback and market research, and the best part? It’s usually free. I use it to test what topics resonate by sharing different types of content-tips, success stories, behind-the-scenes posts—and watching the engagement. It’s like having an open mic night for your ideas, where the crowd lets you know immediately what they care about.
For example, when I posted about SEO tips specifically for contractors, the comments and shares spiked compared to general marketing posts. People even asked follow-up questions about SEO tools and local search, so I knew there was a bigger demand. That feedback led us to create more contractor-focused SEO resources, webinars, and even a free checklist download.
Andrew Lee Jenkins
Owner, Andrew Lee Jenkins
Social platforms allow us to engage directly with our audience, see what questions come up most frequently, and identify areas where legal processes are causing confusion or frustration. This direct line to our readers helps shape the content and services we provide.
One particular example that stands out is when we noticed recurring comments about the complexity of understanding legal rights during job terminations. People seemed eager for guidance on navigating their rights when facing employment issues. Based on this feedback, we developed a comprehensive guide on employment law and worker protections, which quickly became one of our most viewed resources. Not only did it boost engagement, but it also solidified our role as a reliable source of legal information for common concerns. Social media is a great way to refine our offerings to match what our audience genuinely needs.
Steve Sacona
Founder, Top 10 Lawyers
Reddit Feedback Improves Product Updates
We are very active on social media and we recognise its importance to help us improve our product. We have found great success on Reddit to conduct market research and gather direct customer insights. By actively participating in our Reddit community, we engage with users who report issues or bugs, which we can log and pass along to our development team. This real-time feedback allows us to address specific issues efficiently and release targeted updates to improve the user experience.
Through these interactions, we’ve been able to streamline our update process, ensuring each release tackles the most relevant concerns. Reddit also enables us to share updates with users and gather additional feedback, creating a continuous improvement loop. This approach has allowed us to deliver a better product, showing how valuable community feedback can be for product growth and refinement.
Fran Villalba Segarra
CEO, Internxt
We use platforms where we know our clients use most often. Facebook and LinkedIn are popular with both carers and families seeking care. Often, we use these platforms to gauge our customers’ needs and stay updated on the latest trends within the care industry. In action, we use this in changing our approach to pricing. Through closely monitoring pricing feedback from families and carers alike via social media comments and direct messages, we’re able to uncover concerns about affordability of care and income stability for carers.
These insights drove us to publish a yearly carer salary report where we help our clients understand the pay expectations and challenges carers face. We also regularly update and transparently display pricing information on our site so that customers can compare costs with traditional agencies.
James Bowdler
Founder, PrimeCarers
Add Real-Time Tracking to Improve Transparency
One time, I noticed through feedback that arrival times were a recurring concern. Clients would sometimes feel left in the dark if we were delayed, whether from traffic or other unexpected holdups. Realizing this could make or break their experience, I knew something had to change. We added a real time tracking feature, giving clients a clear view of our location and updated arrival estimates. It felt like a simple addition at first, but the response was huge. Clients appreciated being in the loop and felt more at ease. This move did not just improve transparency; it also cut down on inquiries about arrival status, which made the whole operation flow better.
I also saw how small tweaks in our messaging could make a big difference. Initially, our notifications sounded a bit too automated, almost clinical. We changed that to a friendlier, more conversational tone, and the shift in client responses was noticeable. Clients seemed to relax a bit more when they saw messages that felt like they were coming from a person, not just a system. It really hit home that even small adjustments in how we communicate can shape someone’s overall experience. It made me think about how people do not just want service, they want to feel understood.
Listening to customers is not just a checkbox; it is a way to build something that people remember. By taking feedback seriously, you create an experience that shows clients you are paying attention, and that, in itself, makes a lasting impact.
Huw Williams
Owner, Man and Van
