How to research your communications strategy
A good strategy is built on data and measurement—and that means performing extensive research. Here’s how to go about getting the crucial data you need.
Research is a core component of improving marketing and communication efforts for any organization. It helps evaluate current efforts, run A/B tests, adjust for improvement and build audience personas.
Communication research doesn’t always have to be expensive. There are many ways to gather insight, each with its own set of advantages. Here are six approaches:
1. Social media
If your organization is already on social media you have data and insights available at your fingertips. Without doing a survey, you can easily learn a lot about your online audience.
If you want to do more formal research, consider using social media polls. Each channel tackles polls a bit differently, but Facebook, Twitter and Instagram all let you take the temperature of your followers on a particular question or topic.
Using social media for informal communication research is a no-brainer. It’s low cost, takes minimal effort and can be deployed in an instant.
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