Digital Frontiers

As marketers, one of the best ways we can promote ourselves is though the use of user-generated content. Every time a user adds to the conversation, it not only attracts attention to our brand, but provides us with valuable feedback on how we can improve our product or service.

Our customers may see things differently than we do and can provide us with new prospective and ideas on how to improve our offerings. This gives users a sense of ownership in the brand and makes them more likely to become or remain loyal customers.

Further, prospective customers may be more inclined to trust their peers. We can tell them all we want that our product is great, it doesn’t mean it really is. By reading customer reviews, visitors can gauge the quality of your products and services. On the downside, not all content will be positive and there is always a possibility of user bias. As such, it is important that companies respond promptly to negative content and show users that they are listening and do care. Otherwise, the negative will quickly outweigh the good.

One organization that is effectively using user-generated content is Purdue, which has created a new application called Hotseat that integrates with Facebook, Twitter, and text messaging systems. Students can comment on content, bring up questions, and share new ideas at once with the class, with all students and the professor having access. Students at Purdue are leveraging social media to improve the quality of their courses and drive discussion. How can you apply these same principles to your business?

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