Conversations That Connect: How to Connect, Converse, and Convert Through Social Media Listening and Social-Led Customer Care by Brooke Sellas

Author:Brooke Sellas [Sellas, Brooke]
Language: eng
Format: epub
Tags: Social Media for Business, Digital Marketing, Customer Care, Customer Experience, Psychology, Content Marketing, Social Media Marketing
Publisher: B Squared Media
Published: 2022-06-21T12:00:00+00:00

The Payoff When You Do Everything Right: User-Generated Content

There can be a big reward when you take the time to think through all the different elements we’ve discussed, from choosing the right channel, infusing the content with feelings and opinions, and being sure to reply. All of this can lead to an engaged audience that not only is replying, but even begins to produce user-generated content (UGC). When that happens, you can then share (with permission from the user). Ideally, you will benefit from that flywheel we discussed earlier—self-propelling momentum as users generate content that engages more users. This is the holy grail, people! When you’re creating your content, be sure to ask for similar stories or experiences from your audiences. This can help you identify UGC.

And you can do this in a sales-driven content context as well. Just look how the brand SnackMagic tackled this in figure 7-17: they used feeling words in their post as well as highlighted UGC (which also used feeling words).31 Notice they also mirrored the customer’s word choice: excitement/excited. They’re absolutely selling their product, but it’s a lot less in your face with this UGC.

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