5 great ways to leverage user-generated content on Facebook
May 26, 2011 in Content Strategy, Facebook | No comments
The average Facebook user creates 90 pieces of content each month. And more than 30 billion pieces of content — web links, news stories, blog posts, notes, photos, etc. — are shared each month via Facebook.
Wouldn’t it be nice if you could use some of this content for your brand?
- Use their ideas. People who engage with a brand on Facebook, whether by responding to a wall post, posting on their own, or commenting on a photo or video, are people who are already excited about your brand. Take advantage of their good ideas and use them to generate new content, or even new products or campaigns. Every time a user writes “I wish you…” or “why don’t you…” on your wall, pay attention — it could be your next service offering or product idea.Example(s): B2B company could create a white paper around subjects being discussed on their Facebook wall, or a retailer could introduce a product in a new color that’s frequently requested.
- Crowd-source content. You can ask the people who like your brand to create content for you. Inviting participation from your fans will spur loyalty, engagement, and new ideas.Example: A food company introducing a new product might ask users to provide recipes using the product, or meal ideas.
- Continue the conversation. Every piece of content on your Facebook page is another opportunity to reach new fans and engage with your existing ones. Pay attention to what people are saying and respond — ask them to elaborate.Example: If someone says they love the shoes you’ve sold them, ask why. A discussion of the great colors and features of the shoe will only reinforce the positive post for others who see the discussion (and the additional feedback may provide you valuable customer insights as well).
- Boost your SEO. By engaging users on Facebook with relevant content, you’ll provide the impetus for users to generate new content using the relevant keyword search terms they use.Example(s): In a recent report, Forrester cited the example of Alberto-Culver’s hairstyle videos for Nexxus, which were distributed via social media web sites including Facebook. Nexxus’ content now dominates search results pages for a number of hairstyle-related keywords, and, according to Forrester, has increased the Nexxus brand’s online recognition by 600% since the beginning of the promotion.
- Use it in other channels. User-generated content can be leveraged both digital and offline.Example(s): Create a list of “top 10 tips” from users, or “Favorites from our community,” by asking users to provide them. Then compile them into a publication you can share, crediting the users. (Make sure if you’re soliciting content for your own use that you let users know you’ll be using their content and that by posting they are giving permission for you to do so.)
There is an abundance of content created by people who are your brand advocates. Use it!
Statistics courtesy of Facebook.com
Tags: content strategy, conversation, Facebook, linkedin, SEO, socialmedia, user-generated content
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