User Generated Content: A #CMWorld Chat with Jessica Ann

Your most valuable content may be created not by your marketing team but by your customers. Customers are generating quality content for brands all the time. User generated content (UGC) can be anything from reviews and testimonials to social media posts.

On a recent #CMWorld Twitter chat, we discussed the ins and outs of user generated content with Jessica Ann Media Founder Jessica Ann. What follows are some of the many highlights of the chat. Looking to produce UGC? Make sure to check out our Storify recap for more insights.

More than an idea

There are many reasons to utilize user generated content. The advantages include a desire to engage your audience and strengthen your relationship with an online community. But UGC must be built into your plans. It must be more than a fleeting idea. So how can you incorporate UGC into your content marketing strategy?

A1: UGC is such an important part of any content mix! Should be at least a third of your mix if you’re a consumer brand. #CMWorld

— Mindvolt (@mindvolt) August 1, 2017

A1: UGC is content your fans create on their own about their experience with your brand. You can amplify and distribute it. #CMworld https://t.co/CrEx1KYOqW

— Erika Heald (@SFerika) August 1, 2017

A1 User Generated Content is a key component to a Customer Advocacy strategy and feeds our content marketing effort. #cmworld

— Scott Lum (@ScottLum) August 1, 2017

A1) Blogs, Video, Live Streams, Podcast are all valuable UGC that can help you increase your reach and engagement! #CMWorld

— Connect Coworking (@connectcowork) August 1, 2017

Beware of the dark side

CMI contributor Sujan Patel says to be mindful that there is a “dark side of UGC.” Content can be less than complimentary. So how can you minimize the risk and maintain control of your UGC campaign so the public response stays positive?

A6: You can try to curb negative responses, but truly no control when open to the public. @Unmarketing talks about it all the time. #CMWorld https://t.co/ae3mCWjZOS

— Jeremy Bednarski (@JeremyBednarski) August 1, 2017

A6: It’s always a good idea to have a small user group, customer advisory board or focus group to test out ideas. #CMWorld pic.twitter.com/XcMKjPPMAz

— Beth Farris (@bethbabble) August 1, 2017

A6: Make sure you’re keeping an eye on any UGC by monitoring mentions of your brand. Stay on top of things! #CMWorld

— Express Writers (@ExpWriters) August 1, 2017

A6: Gr8 question. Make sure you have a crisis plan in case you get negative reactions or something goes virally bad! #cmworld

— Scott Lum (@ScottLum) August 1, 2017

What brands have you seen leveraging UGC well? Let us know in the comments below.

Learn how brands like Estee Lauder has integrated user generated content into their strategies. Attend Content Marketing World. Register now with code SM100 to save an extra $100.