User generated content refers to content on a website or similar form of media which has been produced, written or compiled by the users of that media/website. The greatest example of user generated content is Wikipedia, the online encyclopedia that is produced, maintained and regulated by its users; it is the fifth most popular website in the world (Econsultancy) and although it has been subject to several practical jokes it still remains a trusted source of knowledge and information.

The various ways a brand can integrate user generated content within their online presence are;

• Web Forum
• Branded social network
• Open comments on the blog
• Review section
• Video/photo galleries
• Brand wiki

Web Forum

A forum is a place for people to talk and discuss various matters. They are commonly characterised by topic and are created by fans of that particular topic/product/service. Brands can use a forum as a place to talk with and connect customers encouraging them to  discuss the product/service and post questions giving the brand a means of providing additional customer service and technical support.

Examples of brands using forums; BT, Nintendo and Joomla!

Social network

Social networks are the likes of Facebook and Bebo where friends can connect with one another the platforms allowing them to easily talk online, share content and generally interact with other users of the website including brands. A growing trend is the establishment of brand run social networks  where fans of that brand can connect with the company and other fans allowing them to share experiences, keep up to date with the brand, get exclusive promotions and interact with the people behind the brand. Although creating your own social network  gives you greater control and flexibility it is possible to create a similar community on any exisiting social networks; Asos demonstrate both options by having their own community page and a very successful Facebook page with over 170,000 fans.

Examples of company specific social networks; Asos, Reebok andToyota.

Blog

A blog is an online diary or web log, they are increasingly being utilised by businesses to communicate with stakeholders, however, a blog shouldn’t be a one way street it is there to engage users and encourage feedback. Although not entirely user generated a blog is an ideal place to encourage customer feedback, ideas and conversation and in that sense it is a tool for generating user content. For efficient use of commenting facilities minimise the moderation of comments where possible, respond to any comments left and actively invite readers to get involved by posting their thoughts and comments.

Examples of company blogs engaging with readers; Econsultancy, Playstation and Spotify.

Reviews

Many websites, in particular ecommerce sites, are now providing review facilities providing customers with the chance to provide feedback on the product or service that they recieved. User generated reviews and recommendations are one of the most powerful selling tools for any business  so having positive reviews posted beside products can play an influential role in the decision making process of a potential customer. There are many ways for reviews to be displayed in a website, with most content managed systems it is fairly simple to turn on a review facility, there are also companies such as Feefo who follow every sale with an email requesting feedback which is then displayed on the website adding further authenticity to the review.

Examples of review facilities; MyWardrobe, American Apparel, First Direct and Comet

Video/Photo galleries

On your website you can provide a gallery displaying videos or photos submitted by customers. A gallery could be used in conjunction with a competition, as part of a review facility or simply to show off the product/service. The benefit of having user generated photos and videos is that it can be used across several channels, within the website, on the social media profiles and on a dedicated YouTube channel for videos.

Examples of user generated galleries; Firebox, Oxo and Asos (again!)

Brand Wiki

A company wiki can be utilised for internal use as an effective and affordable alternative to an intranet. Users create, amend and edit the content within the wiki so its not something a company would want to let loose to the general public but along with being an excellent hub for employees to post information and communicate with one another. Within Wikipedia many larger (or reknowned) companies will have a page, it is impossible to completely control the information posted on the page, however, you can ensure that the information is factual, up to date and non slanderous. For any issues with the company wiki read this blog post.

The Pros and Cons of it all

Using and promoting user generated content is an excellent way to engage with customers and can in many cases be an excellent source of inspiration for improving or marketing your service or product. Further to this user generated content can form an integral part of an advertising and online marketing campaign; many companies including Doritos, TMobile, Asos and Oxo all use customer made videos and photographs in some form of marketing material as a means of selling their products.

Of course whenever a company invites people to generate content they are running the risk of receiving a bit of negative comments, to curb this many opt to moderate comment and reviews facilities ensuring only the ‘good’ ones get through. Doing so can have a negative effect; you run the possibility of no one commenting or alternatively no one trusting the comments being made. Instead of moderating consider allowing negative comments to be posted and read by one ‘n’ all but ensure that you respond to it. By engaging upset customers you are showing that your company accepts its mistakes and seeks to learn from them. Look to BT on Twitter who actively enage with customers having difficulty with their BT service turning a nasty situation into an incredibly positive one.

For any company seeking to encourage user generated content the best course of action is to have a set of moderation guidelines and procedures in the case of negative comments or publicity ensuring that everyone understands how the publicity and comments are to be dealt with.