The Power of User-Generated Content

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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 1. 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.
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2. 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. 3. 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. 4. 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. 5. 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.