Putting the “U” in User-Generated Content on Facebook
According to Jose Angelo Gallegos of TINT, User-Generated Content (UGC) brings audiences together. Instead of it being an “us” against “them” situation, where brands are constantly trying to win consumers over, UGC brings everyone together in one big happy family. People like to feel a part of something. In a 1986 theory penned by MacMillon and Chavis, there were four things that encouraged people to feel like part of a community.
1. Membership
2. Influence
3. Integration and fulfillment of needs
4. Shared emotional connection
Points 2 and 4 are of particular interest with UGC. Influence has to work both ways — members also have to feel like they have influence over the community, an element that UGC puts on the table.
For my Facebook Group, It’s Fine. Everything’s Fine. Xenn, Millenn, iGen Supporting Each Other, I am not trying to sell items, yet I have still been trying to create a brand that will resonate with others.
Leo Strupczewski, Director of Marketing at Curalate, states that we need to tell our audience exactly what kind of content we’re looking for. Only 16% of brands provide clear guidelines about the kind of content they want fans to create and share, but 53% of consumers want specific instructions on what to do.
Being upfront with my group is the best way to get a reaction and content out of my community members. Some things that have been a favorite throughout are recipes, animals, coffee, and the holidays. One of my very first posts was a picture of my Starbucks on National Coffee Day. I asked what my group’s go-to drink was at the moment, and I received many responses!
The key to successful UGC is making sure group members think of It’s Fine. Everything’s Fine. next time they do something fun such as, purchase yummy coffee or try a new recipe. I want them coming to the group to share what is bringing them joy! It’s a nice distraction from everyday life to be able to focus on the little things that can alter our moods for the better!
Moving forward, I want to enhance my group’s visibility to people that are looking for a positive, self-care space. I will start with searching hashtags surrounding “positivity”, “selfcare”, “happy”, and “uplifting” to see if there are content and audience members I can find. I also would like to reach out to body-positive influencers on Instagram and ask if I can share some of their content (with appropriate credit) on my Facebook Group. In turn, I am hoping that maybe they will be able to promote my group within their accounts.
I also want to start a new series called “Coffee Talk” where people post about what drink they are having, what is on their mind, and how they are going to overcome what they are dealing with or what plans lie ahead. Utilizing TweetDeck, I was able to find an awesome post of Lindenwood Gymnastics following the lead of the Women’s Lacrosse team and doing a morning coffee and talk walk! This is something I will share on my Facebook Group and encourage them to do it (when it’s safe to do so) with their work teams or family members and see if it is beneficial.
