3 Ways User-Generated Content Impacts Organizations
User-generated social media content is posted by individual social media users about an organization - not content posted by the organization. Examples of user-generated content include customer reviews, videos, photos, or tweets about the organization. This content may be created by customers, employees, and community members.
Chances are, we’ve all observed user-generated content in some form or fashion - a picture of a happy group outside an escape room with the company tagged, a dissatisfied customer that posts a photo of a poorly cooked restaurant meal, a group selfie of sun-kissed spring breakers that includes the resort hashtag. User-generated content provides social media users a less edited version of the organization and its operation.
Recent studies revealed that approximately 40% of Gen Zers utilize social media apps such as TikTok and Instagram for information searches over traditional search engines such as Google. Unlike organization-created content, which must pass through multiple employees for post approval, user-generated content is developed autonomously. It is typically considered by social media to be more authentic and accurate than organization-created content. In an era of highly curated social media feeds and digitally enhanced advertisements, today's users are seeking out less edited versions of organizational information.
User-generated Content Considerations for the Public Sector
Unfortunately, many government agencies and nonprofit organizations fail to monitor or address user-generated content related to their organization. Such neglect can lead to public relations disasters that have long-standing consequences. Online chatter about organizations is always relevant to the organization, as it has the potential to impact community perceptions.
Suppose user-generated content is something like a satisfied employee posting a team pic with a caption that reads, “Best place to work” or “Living my dream.” In that case, this might encourage others to consider the organization a potential employer. However, suppose the employee is dissatisfied with their work, manager, or coworkers and expresses this in a social media post. In that case, such user-generated content may dissuade potential employees from applying for positions at the company.
Public sector organizations can harness the power of user-generated content to amplify their message, connect with the community, and engage their target audiences. Integrating user-generated content management into the organization’s overall communications plan can assist with supporting this objective.
Here are three ways user-generated content impacts organizations:
Develops Community Trust in Public Sector Organizations
User-generated content can increase or decrease community trust in the organization, depending on what’s posted online. If user-generated content is a video or terrible customer service, this content will likely negatively impact the community's level of trust in the organization. If the user-generated content is a photo of people having an enjoyable time at an organizational event or venue, this can result in increased levels of organizational trust.
User-generated content integrates aspects of storytelling into digital content. Storytelling is an ancient art of information relay that builds connections between people. A well-crafted social media story regarding a person’s thoughts or experiences with an organization communicates so much to the audience. Research suggests that storytelling can result in a biochemical response in the receiver(s) that cultivates empathy, trust, and openness towards the organization.
When user-generated content is incorporated into government agencies and nonprofit organizations’ communications strategies, it can be used to support the overall organizational mission and foster positive community relationships.
Increases Social Media Engagement and Reach Across Multiple Platforms
User-generated social media content can result in increased engagement and reach of the organization. Think of user-generated content as virtual word-of-mouth marketing. If people in one’s network post positive things about an organization, people are more likely to support the organization. User-generated content can have a ripple effect as it spreads across social networks. Organizations can work to increase positive user-generated content on social media through influencer marketing campaigns. This type of social media content humanizes the organization and positions organizational content in front of users that would otherwise have not followed the organization’s accounts.
Government agencies have successfully leveraged influencer marketing to enhance social media engagement and reach across multiple platforms. In 2019, the US Navy launched its first influencer campaign on YouTube to reach technology-savvy potential recruits who may not have previously considered military service a career option. The US Navy partnered with multiple YouTube influencers to increase awareness, engagement, and reach of potential recruits. This user-generated content provided social media users with a behind-the-scenes look at the daily life of sailors supporting the military mission.
Strengthens the Organization’s Reputation in the Community
If your organization has positive user-generated content on social media, this online content can strengthen the organization’s reputation. However, if the user-generated content is negative, this can result in long-lasting reputation damage. What people post about your organization online can spread like wildfire across multiple platforms, communities, and even countries. Given that user-generated content is trusted by consumers more than organization-created content, this can have many potential effects on the organization as a whole.
Modern brand reputation management should include some type of social media listening, as online chatter about the organization can be a treasure trove of information about current positioning, market trends, and consumer concerns related to the organization. Third-party programs such as Adview, Mentionlytics, and Talkwalker, are available to help organizations engage in social media listening practices that may provide insights into the organization’s reputation.
When public sector organizations are apprised of user-generated content related to their organization, they can succeed in the delivery of timely, effective responses. Additionally, organizations engaged in social media listening gain valuable market insights regarding operating environments, market positioning, and target markets. This type of real-time data specific to the organization can provide a competitive advantage in today’s complex, data-driven world.
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If your organization is looking for a creative partner to provide marketing consulting services, contact Becker Digital. We specialize in going beyond the screen and engaging diverse communities in a meaningful way. All of our work is customized to the organizational client’s needs. Contact us to schedule a complimentary call and learn more about how marketing strategy can enhance your organization’s mission.