The Power of User-Generated Content: How Brands are Leveraging Social Media to Build Authentic Connections

User generated content (UGC) is content that is created or curated by users, typically with the intention of sharing it with others. UGC can take many forms, such as documents, presentations, videos, podcasts, infographics, and web links. The emphasis is on the user being free to decide how, when and what they produce, without specific direction or tasking from the business.

But how can UGC tools support learners? Digital learning platforms that provide tools for creation and curation of content by learners are intuitive and often offer structured templates. These tools enable creation or curation of a variety of content types such as audio, video, quizzes, polls, presentations, word documents, infographics, spreadsheets, PDF files, web links, virtual meetings and livestreams.

However, the most significant concern with UGC is ensuring that the content is relevant, up-to-date, accurate and safe for work. Corporate learning and development functions require learning to go through a process of approval before it is released for consumption. To ensure that UGC is approved prior to publication, checks and balances can be put in place. UGC is usually created using simple templates that ensure consistency of content format, structure, metadata and cataloguing. Digital learning platforms create an immutable audit trail back to the author of any user generated content, one that does not allow for anonymous posting, and ensures that authorship cannot be repudiated.

Encouraging users to become contributors requires a cultural change, delegation of authority to the user, establishment of trust, and guidelines for contribution in addition to provision of the tooling. Techniques that can encourage users to contribute include recognition to contributors whose content is highly rated by other users, running a quarterly competition for contributions that achieve the most consumption, creating a contribution leader board, measuring contribution as part of the annual performance review process, highlighting key SMEs/influencers who are known for their expertise and willingness to share it, and encouraging line managers to be role models as contributors.

How Brands are Leveraging Social Media to Build Authentic Connections

Below are some of the key points in the article, rewritten:

Choose relevant social media networks: Rather than trying to be present on every social media platform, brands should focus on the platforms that align with their target audience. Each platform has unique features, so it's important to choose the ones that will drive the highest ROI for your program.

Tailor content for each platform: After selecting the appropriate platforms, brands should create content that is best suited for each one. Photo and video content are the most valuable, but marketers need to strategize how, when, and where to post them.

Maintain consistency: Consistency is essential for successful social media content marketing. Create a content schedule that considers the type and frequency of posts that are likely to engage your audience. Use software like Hootsuite or SocialPilot to automate posting and maintain consistent brand messaging, tone, and aesthetics across all social networks.

Engage with followers: Interacting with followers and influencers is key to organically growing social media reach. Simple actions like liking and thanking followers for sharing your posts can go a long way in establishing brand loyalty. GoPro engages with their followers by sharing their posts and amplifying their voices.

Use paid promotions: Paid promotions are now essential for successful social media strategies as organic reach becomes increasingly difficult to achieve. Paid ads help target specific audience groups, increasing reach, visibility, and brand awareness. Be sure to track audience responses and engagement rates to optimize campaign performance.

In conclusion, UGC is an effective way to support learners, and digital learning platforms that provide tools for creation and curation of content by learners can make the process more accessible and intuitive. By putting checks and balances in place and encouraging users to contribute, UGC can be a valuable resource for organizations looking to improve their learning and development programs.