How UX Research Methods and Social Media Can Work Together

January 9, 2023

Social media can be a great communication medium for businesses to connect with their customers. However, few businesses understand the importance of using social media to improve digital experiences. How can you use social media to improve the user experience? What aspects of social media and the user experience do you need to understand?

Your UX designers can help you leverage the information you extract from social media to enhance your digital presence and create meaningful experiences for your customers. Let’s find out how.

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Introduction to Social Media and the User Experience

Social media can be useful beyond devising and implementing marketing strategies. It can help your users have the best experience when interacting with your brand digitally.

For example, if you monitor discussions and customer reviews relating to your business on social media for over a month and see a rise in negative commentary, your UX designers can help you convert negative reviews into positive ones by improving the user experience.

Let’s consider another example: the process of paying bills online. Most people have low motivation levels for paying bills. Therefore, to ensure that users don’t feel negative emotions while completing such transactions, you must make this task simple and interesting.

A good example of a simplified payment transaction is Amazon’s 1-Click ordering. The company used social media to analyze the hurdles that its customers encountered in the payment-processing experience on their site. So they made the purchasing of products more straightforward by minimizing friction and limiting the transaction to a single action. This design solution reduced the customer churn rate for the checkout process.

Now that you understand the basics of the role that social media and UX design can play in helping businesses deliver a high-quality customer experience, let’s dive a bit further into this concept.

The Importance of Social Media to the User Experience

You have only eight seconds to hook your visitors or customers by delivering a good user experience. Plus, because of most users’ short attention spans, it is highly important that you improve your digital interactions.

Social media is one of the first points of contact that potential prospects have with your brand. By engaging and interacting with your brand’s social media, potential customers can learn more about your business and what you offer. Therefore, it’s important to deliver a solid first impression.

By branding your social-media content with interactive graphics and other design elements, as well as responsive interactions and engagements, you can create a positive user experience for your potential clients. You can also increase client retention and build long-term relationships with customers. But that’s not all. Let’s look at some other ways in which social media is important to the user experience.

Improving Your Brand’s Image

You can utilize social media as a powerful networking asset to improve customers’ user experience with your business. By linking your social-media handles to different customer interaction media such as your sales channels, Web site, a podcast you host, and customer-representative channels, you can deliver a holistic user experience.

A consistent brand image can help you remove the friction that users encounter in navigating their way around your business using social media. By simplifying the links between your social-media and business-communication channels, you can deliver satisfying business-to-consumer (B2C) and business-to-business (B2B) customer experiences.

This improves your overall brand image and lets you showcase your professionalism and credibility to your users. Satisfied customers remain loyal to your business and can help you with word-of-mouth marketing by making referrals to their friends and family.

Optimizing Your Customers’ Shopping Experience

Social media can also help you provide an excellent shopping experience to your customers. Once you link your ecommerce Web site with your social media, you can minimize the hassles of purchasing products and increase the chances of high conversions and business sales.

Web sites such Shopify and WooCommerce let customers to shop for products using social-media handles. The shorter customer journey that results optimizes the overall shopping experience, attracts new customers, and helps you scale your ecommerce business to new heights.

Improving Your UX Research

Conducting in-depth UX research can help you to significantly enhance your customers’ user experience and eliminate their guesswork and doubt. Your UX research can help you to understand the following:

  • how your products and services are performing in the market
  • whether your products and services are meeting your customers’ needs

You can use a variety of UX research methods, but social media is one of the best channels for conducting UX testing and other UX research. UX testing can help you gather accurate, honest feedback.

Where Should Social Media Sit in the Design Process?

Social media could be a basic layer of your UX design process. You can use social media to involve your audience in your testing projects, providing insights about their behavior, and helping you to achieve your desired marketing numbers.

You can also use social media to minimize communication barriers to your audience, which can increase the effectiveness of gathering customer feedback. You can get the answers to questions such as the following:

  • Why are your users expressing dissatisfaction?
  • What are the latest emerging trends or patterns?
  • Are UX design issues negatively impacting sales?
  • Is there something you can implement to improve the customer’s user experience?

Plus, you can gather valuable insights to deliver a high-quality user experience to your customers with every interaction.

Using Social Media in Discovery Research

You can use social media effectively in conducting UX research for your digital products or services. This can strengthen both your marketing strategy and design process. For example, you might do the following:

  • Assign data analytics to collect and analyze relevant data to enhance usability, efficiency, and other vital aspects of delivering a high-quality user experience.
  • Conduct UX research to simplify the complexities of understanding your market, audience, and consumer interactions with your business.
  • Use different metrics to highlight various areas for improvement, then improve your offerings and help optimize your designs to serve your audience well.

Social media lets you easily identify people’s unique experiences while using digital products or interacting with your online ecosystem. Once you’ve extracted actionable feedback, respond to it, and take action based on that feedback. Handling feedback proactively can help you scale your business and stand out in your business segment.

Your UX research can provide missing data points regarding your potential clients, improve their experience, address their painpoints, and promote your brand with authority. Plus, you can build trust with your customers and represent your organization as a customer-centric brand.

But before implementing design changes, try conducting some UX testing to ensure that you make positive, results-oriented changes to your existing user experience.

Testing and Reviewing Your Designs Using Social Media

User-experience testing is one part of your UX research that you can conduct with your social-media followers. Follow these steps to ensure that you conduct pitch-perfect social-media UX testing and can optimize your existing experience.

1. Identify the relevant hashtags and user accounts.

Using hashtags in your posts can help you attract customers and generate high-quality feedback on your proposed UX enhancements. Hashtags can increase the reach of your social-media posts, enabling you to get more participants to join your UX testing.

Conduct an in-depth search for hashtags relating to what you’re testing. If you have a large audience, you can create your own hashtags, then cause them to trend, attracting an even broader audience.

2. Use the company’s most effective social-media platform

You must know your social-media platforms to ensure their optimal use. Identifying the most effective content types for a specific social-media platform can help you achieve your desired results from your UX testing campaign. For example, when Instagram is promoting its Reels or YouTube Shorts are gaining incredible reach, you can align your UX testing approach with these content formats. Plus, you can analyze the strength of your hold and presence on specific platforms. You can also leverage your existing social-media presence for your UX testing campaigns.

3. Share the URL for the test.

Ensure that your social-media posts highlight your UX testing as being highly engaging to attract more clicks to the URL (Uniform Resource Locator). This minimizes the hassles of channeling your audience from your social-media posts to your UX testing page. Higher click-through rates (CTRs) can help you achieve better test results and ensure that you can easily optimize your UX design process. However, don’t overuse your test URL. Try to keep your posts genuine, so your followers are willing to help you improve your UX design and results.

4. Analyze the data.

Once you’ve channeled your social-media audience to your UX testing page, use the relevant data to make informed decisions. Your UX research data can help you deliver a high-quality customer experience and ensure a successful UX design test by getting a higher positive-response rate. Analyze a variety metrics and determine the best ways of improving the user experience for both your potential and existing customers.


In this dynamic age, you must keep up with your customers’ demands. Delivering an excellent user experience to your online customers is a major challenge. One you must accomplish to achieve long-term sustainability.

Social media might be the most underrated tool in your arsenal for helping you to improve your customers’ user experience. The popularity and flexibility of social media for channeling traffic to your UX testing projects can help you to achieve accurate, highly desirable data insights. Your UX designers can use these data points to improve the overall user experience of your business ecosystem. Be sure to consistently and continually apply your UX improvement process. You never know what new trends, demands, and requirements the market will generate. 

B2B SaaS Marketer at SocialPilot

Ahmedabad, Gujarat, India

Darshan RupareliaDarshan is a Software as a Service (SaaS) enthusiast who has helped many SaaS companies attract high-quality traffic through data-driven content marketing. In his free time, he loves to follow and play cricket.  Read More

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