How to use Facebook Questions as a business

Question mark cuff linksWith the boom of Quora and Formspring, I think many marketing professionals figured that it was only a matter of time until Facebook revamped their Questions feature.  It has been roughly one week since Questions relaunched and I have noticed more individuals asking questions than Pages.

(Here’s a post by Mike Petroff regarding how to enable Questions for your Page account.)

I oversee and/or directly manage a number of Facebook Pages for the institution I work at and thus have been fortunate to have the opportunity for a little trial and error.

In as short of a time as one week I have learned 3 important lessons when it comes to using Facebook Questions as a business.

1. People are lazy, so give them options!

Let’s compare these two questions:

Example 1:
No options are given.
Zero votes tallied
Facebook Question

Example 2:
3 options are given
62 votes tallied

Facebook Question

In Example 1 the answers are clearly “yes” and “no,” just like in Example 2.  So why didn’t anyone respond?  Because they were being asked to fill in the answers instead of just clicking on the radial button to vote.

Make it easy for your audience to engage with you.  Take the guesswork out of it.  If the answers are clear, provide them.

(This being said, I can think of plenty of situations where you might want to leave the answers up to your audience.  Think about which approach is right for you based on the question and amount of responses you are hoping to get.)

And don’t forget, unless you want people to add options uncheck the box!
Anyone can ask a question on facebook

2. Don’t forget the fold.

Only 3 answer options will appear above the fold, but as you can see below there were more options given. 

SMC Athletics Facebook Question

Yes, Facebook tells you how many answer options are not being shown.  However, will people take the time to click and “see more?”

SMC Athletics Question Facebook

In this example, no one has voted for “Not quite the finals.”  Either SMC students have a lot of faith in the men’s lax team or they aren’t taking the time to see what that last option is.

My recommendation is:  try to boil down the answers to 3 and go with it.

3. The answers will move based on votes.

When people vote the answers will rearrange and put their choice on top.

Here’s the original:

Planet radio station facebook question

 

 

 

 

 

 

And after I voted:

Planet radio station facebook

 

 

 

 

 
 
 
The lesson here?  Don’t letter your answers!

I think that Facebook Questions could be a valuable tool for your business.
Whether you choose to use this tool in a funny or serious way, having the ability to ask your audience a question and get an immediate response is priceless.

What other tricks have you discovered?  Contribute to this discussion in the comments.

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About Mallory Wood

Mallory Wood is a Vermont-based higher ed marketing professional with a passion for social media, web video, and event production. View all posts by Mallory Wood

2 responses to “How to use Facebook Questions as a business

  • Mark Gould

    These are some great points, Mallory! I haven’t used Facebook’s Questions feature yet, but I’ve always been a fan of posing open-ended questions to get a response on fan pages, and in turn make a page more visible in the news feed. When I do try Facebook Questions, I’ll keep your tips in mind!

  • Tarah Srethwatanakul

    I was able to put these tips into use with my film publicity internship! Thanks!

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