Using Social-Media Tools to Connect with Users: A Case Study

By Linnea Smolentzov Published: October 19, 2015 “Using social-media tools … as a platform for engaging with your users can be illuminating.” From Facebook to Twitter, Snapchat to Periscope, the vast majority of Americans use a wide variety of social-media tools every day. It’s surprising, then, that there are few examples of researchers using social platforms to engage with their target audience. When our team at Fell Swoop was presented with the challenge of learning about the marketing ins and outs of Millennials and Gen Z, we realized that social media would be the perfect place to start. To assemble our group of test participants, we used traditional recruiting methods to find thirty 18–24 year olds. We then created a Facebook group as the platform for sharing information and encouraging participation. What we learned: using social-media tools—in this case, Facebook and Skype—as a platform for engaging with your users can be illuminating. What follows is an account of our interactions with participants, what worked well, and what didn’t.

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