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Although there are a number of ways to make social media work for an ecommerce business, online polling is often overlooked. Most Facebook polling may appear to be silly, whether it is a favorite Disney princess poll or one to determine which character from the Lord of the Rings you most resemble. However, Facebook polls can also be fun and informative, giving a business valuable feedback, engaging with fans, and building loyalty.

According to Zachary Sniderman, a writer for American Express's Open Forum, there are several good ways to create a poll. Facebook Questions is Facebook's own system for creating polls, in which you can create open ended questions or multiple choice questions with up to three choices. Another option, a free app service called Poll for Facebook, provides many options used by big names such as the Food Network and NFL team the Baltimore Ravens. Poll Daddy Polls offer images, custom multiple answers, and the ability to select where you want the poll to be posted.

Yet, whatever survey creator you use, be sure to follow a few basic tips when writing your poll. Ask a real question, not just one that is self-promotional. Ask a question that you really want answered - something that will help your business. Ask questions that are topical or relevant. Finally, be honest about why you are polling. As Sniderman asks, "Are you looking for more loyalty, honest feedback, brand exposure? Having this in mind will give you focus and make your polls more useful for your business. If you're looking for exposure, ask yourself if your poll is something that your fans would share with their own friends. Facebook is great for spreading your message, but only if it's a message worth spreading."