There is a captive audience waiting to give you feedback on your product and service. There are many ways to engage them.
– Develop a Facebook group (this is by invite only) and invite customers that you feel are good ambassadors for your company and product. Provide them with an opportunity to test, review, and provide feedback.
– You can use the same method by targeting bloggers that write about content that is related to your product. Many companies do this already. They invite bloggers to events and/or send them product to test and review on their blog.
– You can also use Twitter in a less formal way. You can simply ask the Twitterverse what they think about your product and service, and ideas on how to improve it.
– If you have a YELP business page or not, search for your company and find reviews. These reviews always contain valuable information.
With all of these avenues, be prepared to receive some critical feedback and at times negative feedback. You want to ensure that you are also comfortable receiving criticism in public. Be ready to respond with positive feedback. Ultimately, you are in business for your customers and because of your customers. You should be willing to invest the time and money to listen to their feedback and take action.
Be creative and use your social media platform as a way to engage in a whole different way!