Your Questions Answered: Top Tips for User-Generated ContentFebruary 06, 2015
Last week, I was proud to host a webinar with The Social Media Monthly, entitled Keeping It Real: The Value of User-Generated Content. Because we received an overwhelming amount of fantastic questions from our attendees, I thought I’d keep the conversation going . Scroll below to listen to the full webinar, and to read the top FAQs marketers want to know about engaging audiences in the changing digital landscape:
Read below to see the most common questions marketers want answered.
1. What tools can SMBs leverage to get the same user-generated content campaigns as the Pros?
Small businesses without an expansive network should always start with social media analytics to benchmark and grow their reach. There are a lot of free tools out there, plus data tracking on the platforms themselves, like Facebook Analytics. And if you’re interested in what Zoomph did for the New York Marathon, don’t feel like you need a million dollar budget to achieve greatness. Zoomph has $15/month packages built for SMBs that include conversation tracking, time of date analytics, and top influencer searches (#ShamelessPlug over.)
2. What can be done about the fall of organic reach on social media?
It’s really a matter of trial and error, but there are two main strategies. 1) Leverage video content, as Facebook especially gives it more value and visibility. 2) Stop talking about yourself and follow what your audiences are saying, to align yourself to the right conversation topics. (Conversation tracking tools are also available to do this for you, why saving time and manual effort).
3. How do I maintain automation while making sure only ‘good content’ gets shown?
The best way to do this is to find solutions that have both moderation and controls. All UGC campaigns NEED to have a moderation feature to eliminate instances of negative or irrelevant mentions getting seen by your public. But if you’re using a tech solution, make sure it also has user-friendly controls like “auto-approve” and “auto-reject” to save you hours of time while keeping your content clean.
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4. What are the best social media channels for video engagement?
Vine, Vimeo, and Facebook are the big three for getting a wider audience exposure with less time and effort. However, while video should always be an integrated part of your strategy, the social channels you choose to focus on should really be dependent on your research of your unique audiences and their behaviors.
5. Are there rules and regulations for UGC?
Right now, user-generated content is in uncharted waters. There are no strict regulations for using a fan’s content, since it is published on public domain (and you can always source the initial site and author). Yet, as marketers, we aim to please: if you feel like your audiences would be uncomfortable, ditch that campaign particular campaign for a different UGC tactic (there are 6 listed in the webinar).
Since most UGC campaigns aim to highlight, reward, and praise your brand advocates on social, nine times out of ten audiences are thrilled for the recognition. But when in doubt, reach out to your audience member and start a line of communication.
Our team recently launched consent features to help you quickly and efficiently receive permission for any UGG that you curate. I encourage you to check them out!
6. Should my business have a dedicated social media manager or community manager?
The short answer is: yes and no. Yes, every business should have someone specifically dedicated to overseeing your social channels and consistently benchmarking campaign progress. However, this does not mean you should have only one person in your business that knows how to handle social media.
Since it’s such a huge part of marketing efforts, social media awareness needs to be a cultural norm for your business, where everyone knows your core messaging, technique, and goals. That way, if your Community Manager steps down, you won’t be left in a situation where your reach and conversions are put at risk.
If you attended the webinar, thank you again for your participation!
Still have questions? Click here to contact us — we’d be happy to help!