Instead of trying to find people to survey, build a worthwhile experience and they will find you.
If you are reading this, you've proven my point. I didn't look for you; I didn't advertise; I didn't offer an incentive for you to read my blog. I just started writing about things I care about and you found me.
Giving their opinion is something people love to do on the Net, and you don't have to pay them for it. You need only look at the explosion of blogging and microblogging sites as proof of that. Yet our industry's web buffoonery and misuse of technology has hard-wired people to think: survey = something I don't want to do.
If you want to create an engaging web experience you have to:
- Make it relevant
- Make it easy
- Give the user control
This is why Albert Kim's Twitter panel idea is a winner. The technology exists, and the people who know how to harness it are already in our companies. What we lack is the will to admit the current situation is a clusterfuck; to pull our heads out of our asses and take control away from the offline dinosaurs who moved into the online departments when they saw the growth potential; to get out of the way and empower the right people for the job to do what they're good at.
History says this kind of change is impossible, but the promise of the Net gives me hope. We can do it, and we need you to lead a tribe that will help get us there.
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