Survey on Social Media

What are social media surveys about?

By social media surveys we mean the CAWI research who look for respondents on social media such as Facebook, Instagram, Linkedin. These platforms have a good profiling of their subscribers with data such as age, gender, place of residence and more, which they make available to advertisers. This allows you to perform targeted advertising campaigns on these platforms to invite any target (respondents) to participate in online computerized surveys.

When can they be used?

You have a project with a very specific target e difficult to intercept (e.g. fans of a product or service)? You have to conduct a survey on a small area (e.g. province, municipality, city, etc) which is very difficult to reach via online panel or CATI interviews?

An effective alternative could be the use of social media to track and involve this target in participating in the survey. In fact, nowadays most of the population that has access to the Internet is also present on social networks. Furthermore, social networks are the sites where she often spends most of her time there and is therefore traceable to be interviewed.

Social media

Compared to traditional online panels, social media offers a larger and more varied, albeit more difficult to reach, pool of respondents. However, allowing the target to be profiled also based on the place of residence and interests, they allow you to select the target for niche surveys. Unlike online panels, however, responsiveness varies a lot for each target and is very difficult to predict.

Respondents on Social Media

As already mentioned on the social networks there are ample possibilities for selection and profiling. Facebook, for example, allows you to profile based on age, gender, territory, interests and other demographic characteristics. If combined with a more detailed profiling within the questionnaire, excellent results can be achieved, especially for niche targets.

How does it work?

To begin, we proceed with the computerization of the questionnaire and its online setup. Subsequently, a sponsored campaign is created by selecting the survey target based on the basic parameters. For the realization of the campaign it is very important to select and set the right images and texts to have a good response rate.

Often this methodology is used to integrate and support the collection of compilations collected with traditional methodologies (CATI and CAWI). In particular to integrate the answers already collected and reach difficult quotas in some complicated projects.


Participation in studies with traditional methods (conventional CATI and CAWI) is constantly decreasing and it is increasingly difficult to find participants. On the other hand, Social Media entertain a large number of people who spend a good part of their time online and are often available to be interviewed.
Additional benefits of social media recruitment are:

  • Possibility of reaching very profiled, niche targets, difficult to find otherwise
  • Almost all Internet users have a social media profile
  • Generally lower costs, thanks to detailed and precise targeting
  • Voluntary participation increases the quality of responses, incentives not strictly necessary

Do you have any questions or do you need help conducting a survey on Social Media?