In a time when the internet is seemingly ruled by social networking sites and other forms of user generated content, it is crucial for businesses to get in on the action. User generated content (also known as UGC) is extremely useful to companies nowadays because of the fact that it allows them to form a direct link to their customers. It’s also a great thing from a customer’s point of view: they get to say exactly how they feel about a product, and it seems as if their suggestions are actually taken into consideration. I mean, honestly, who doesn’t like to feel like their voice is being heard? The only real downside that there seems to be is the fact that UGC brings forth all of the company’s problems for the world to see. However, even this con can be put to good use, if the company responds to the problem in a way that shows that they are truly concerned about fixing it.
One company that is using UGC to its advantage is Einstein Bros Bagels, which has both a Facebook fanpage and a Twitter account. While this company’s Facebook fanpage may not look as well done as ones like CoverGirl‘s, whose page brings you straight to a professional marketing campaign, Einstein’s page shows exactly how UGC can highlight a company’s best features. The users post anything from compliments about the bagels and the costumer service, to complaints about how some of the site’s technology wasn’t working for them. Einstein Bros immediately responded to each complaint, offering an apology and a solution.
Einstein Bros Bagels is just one of many businesses that recognizes that user generated content can be used to its advantage. Even smaller companies that haven’t been big on the social networking scene are starting to get into it, in hopes that it will help make them more well-known. Because when someone actually receives high quality costumer service and they know they’ve been heard, the first thing they’re going to want to do is spread the word.
Popularity: 2% [?]
Though the main downside argument to UGC seems to be that negative comments and criticism can be posted, I’ve noticed that the vast majority of the posts on a fanpage are positive. If you didn’t like a company, atleast a little, you probably wouldn’t have become a “Fan” in the first place. Nonetheless, we know from experience that it only takes one angry customer to tarnish a reputation (i.e. Jeff Jarvis and the “Dell Debacle”).
Still, I assert there are generally only two types of people who actually take the time to generate content on a company’s page: those who really love a company or product, and those who really hate it. Everyone in between doesn’t feel strongly enough one way or the other to get involved.
P.S.- After I read this post, I visited the Einstein Bros Bagels fanpage and became a fan.