#1: Establish your roadmap
Ask yourself what you want to accomplish
. Are you looking for feedback onhow to improve a customer-service process within your company? Does anexisting product have flaws or need a new look?Are you looking to
develop an entirely new product or service
? Do yourcustomers have a need for a product or service that you have not thought of?Establishing your goals before you begin the research will allow you to develop a
roadmap for success. If you know what you‟re hoping to accomplish before youstart, you‟ll set yourself up fo
r keeping on track, correcting if you steer off track
and of course restructuring or closing down the research if you‟re coming up withnothing in the area you‟re seeking.
Part of the roadmap of goals will need to
include the arenas in the social spherein which you will be conducting the research
. Not every social channel may bethe right avenue.
YouTube may come in handy if you want people to watch a series of newproduct demonstrations.
Twitter may be useful if you need to
reach larger numbers of youraudience and receive quick feedback
In 2008,Zappos asked their Twitter followers to help them rewrite the
confirmation email customers receive upon placing an order with the company.
They wanted to add more “pizzazz” to the piece, so they
encourage their followers to participate in the rewriting process. The company‟s
CEO prioritizes deep connections with the customers as a way to provide theproducts and services those individuals want and need.