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User-generated content strategies
By Kelly Hendershot
User-generated content, or UGC, capabilities can deepen the interaction and engagement that you have with your readers.
Unfortunately, “allowing people to influence, shape, respond to, and create their own content is still surprisingly a tough hurdle for many brands to get over,” said Chritine Beardsell of ClickZ in her October article entitled “User-Generated Content Strategy Tips.”
The biggest hurdles are fear of losing control of the brand and fear of getting negative feedback and response.
In her article, Beardsell provides five soltuions to more successfully implement UGC: (1) the equation of control, (2) deciding the right moderations level, (3) setting up low barrier entry, (4) broaden beyond the brand message and (5) keeping it alive.
The equation of control
Does your newsroom fear losing control of your newspaper’s image by opening it up to the interpretation of your readers?
You can counteract that fear of loss of brand control by making sure your staff understands the benefits of UGC.
For instance, a recent Nielsen poll asked respondents who they trust recommendations from most. Up to 90 percent of respondents said they trust people they know, 70 percent trusted consumer opinions posted online, while only 37 percent put their trust in online video ads.
This, according to Beardsell, means that by accepting UGC on your site “you gain trust by allowing people to interpret your brand and spread the word for you - it’s roughly twice as effective!”
Implementing UGC functionality on your site has the ability to drive page views because readers will want to see what their peers are posting to your site, whether it is comments, photos or video.
It will create stickiness as readers spend more time looking at the sections of your site that appeal to their interest and also gain their interaction through UGC.
Deciding the right moderation levels
Clearly define guidelines for your readers about the content you accept from them. That way if you need to ban them in the future, they’ll know exactly your purpose for doing so.
Setting up low barriers to entry
Don’t expect a flood of comments, photos or video when you first launch UGC functionality. You’ll need to spend time promoting the functionality. Sometimes it’s best to start slow by adding rating functionality before opening up to commenting.
Broaden beyond the brand message
UGC contests are great. In fact, we have a UGC Promotional Calendar posted at www.townnews.com/solutions/vmix. However, there are more opportunities to increase your audience than with contests alone.
According to Beardsell, “No one will be entertained or seek information that is so obviously tied to the same message over and over again.”
Instead, think outside the box and appeal to your readers’ broader interest.
Keeping it alive
Beardsell concludes by saying, “once you have sold in and built a UGC strategy around your brand content program, it’s important to listen and be responsive to what the participants have to say.”
By implementing the strategies discussed here, adding UGC capabilities will drive page views, repeat visits and duration of stay.
Unfortunately, “allowing people to influence, shape, respond to, and create their own content is still surprisingly a tough hurdle for many brands to get over,” said Chritine Beardsell of ClickZ in her October article entitled “User-Generated Content Strategy Tips.”
The biggest hurdles are fear of losing control of the brand and fear of getting negative feedback and response.
In her article, Beardsell provides five soltuions to more successfully implement UGC: (1) the equation of control, (2) deciding the right moderations level, (3) setting up low barrier entry, (4) broaden beyond the brand message and (5) keeping it alive.
The equation of control
Does your newsroom fear losing control of your newspaper’s image by opening it up to the interpretation of your readers?
You can counteract that fear of loss of brand control by making sure your staff understands the benefits of UGC.
For instance, a recent Nielsen poll asked respondents who they trust recommendations from most. Up to 90 percent of respondents said they trust people they know, 70 percent trusted consumer opinions posted online, while only 37 percent put their trust in online video ads.
This, according to Beardsell, means that by accepting UGC on your site “you gain trust by allowing people to interpret your brand and spread the word for you - it’s roughly twice as effective!”
Implementing UGC functionality on your site has the ability to drive page views because readers will want to see what their peers are posting to your site, whether it is comments, photos or video.
It will create stickiness as readers spend more time looking at the sections of your site that appeal to their interest and also gain their interaction through UGC.
Deciding the right moderation levels
Clearly define guidelines for your readers about the content you accept from them. That way if you need to ban them in the future, they’ll know exactly your purpose for doing so.
Setting up low barriers to entry
Don’t expect a flood of comments, photos or video when you first launch UGC functionality. You’ll need to spend time promoting the functionality. Sometimes it’s best to start slow by adding rating functionality before opening up to commenting.
Broaden beyond the brand message
UGC contests are great. In fact, we have a UGC Promotional Calendar posted at www.townnews.com/solutions/vmix. However, there are more opportunities to increase your audience than with contests alone.
According to Beardsell, “No one will be entertained or seek information that is so obviously tied to the same message over and over again.”
Instead, think outside the box and appeal to your readers’ broader interest.
Keeping it alive
Beardsell concludes by saying, “once you have sold in and built a UGC strategy around your brand content program, it’s important to listen and be responsive to what the participants have to say.”
By implementing the strategies discussed here, adding UGC capabilities will drive page views, repeat visits and duration of stay.
(Kelly Hendershot is the marketing coordinator at TownNews.com. She may be reached at khendershot@townnews.com.)
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The following are comments from the readers. In no way do they represent the view of TownNews.com.
