Facebook’s new Questions function allows users to poll their group of friends, creating a powerful opportunity for market research. As Ben Grossman, strategist for Oxford Communications, tells Mashable:
“We know from Nielsen that recommendations from friends and family and the opinions of online strangers are the top two most trusted forms of advertising. Facebook Questions offers the perfect opportunity for brands to tap into exactly that.”
Any Facebook user can now click on the ‘Question’ tab above the status update window and ask their news feed readers a question with multiple choice answers. ‘Friends’ can vote on the answers or provide their own, which in turn can be voted on, opening up a unique avenue for honest dialogue and discovery. When friends vote on a poll answer, their profile appears next to their vote and their answer appears in their news feed with a link to the poll, essentially opening any Facebook Question to friends’ friends, and potentially all of Facebook’s 600 million active users – a great way to open the doors between closed networks. Since Facebook Question operates from within the platform, the function avoids the ‘permissions’ hang-up associated with third-party polling options.