User-Generated Content: Using social media platforms to effectively change user engagement.

This blog post has been created to determine how various social media platforms can create an effective method of changing user engagement through the use of user-generated content (UGC). This post will begin by analysing the positive uses the social platform YouTube has on social engagement. Secondly the post will address some negative areas that using various social media platforms as an engagement technique can have to provide a balance to the post. To finalise the blog entry, various cases will be provided that have used social media platforms to change engagement and adopt a new focus on social content.

Companies and organisations are looking towards online social marketing platforms and campaigns in an effort to increase social engagement (Hanna et al., 2011) and reach their audiences that “live” online. Over the last 10 years the social media giant YouTube has been doing this and has made its way to the forefront of the internet as the second most accessed website online (Alexa, 2016).

Here are some recent statistics on bloggers, companies and users taking to YouTube to promote themselves (YouTube, 2016).

• YouTube has over one billion users – almost a third of people using the internet.
• 48 hours of UGC is uploaded per minute.
• Broad demographic from 18-54.
• Accessible in over 88 countries worldwide.

The statistics are impressive to say the least and for bloggers, corporations and outlets ignoring the tool to attract consumer engagement is just foolish.

Why does UGC work?

Many brands have been using YouTube in positive ways for years to effectively change consumer engagement and are looking for new ways of engaging consumers through user generated content (UGC) that is relevant to the brands (Mounting et al., 2011). While the most viewed content on YouTube is professionally made (Kruitbosch & Nack, 2008) the most commented on are user generated (Burgess & Green, 2009). Nike uses tags when creating their content to ensure that when a consumer is typing in a specific keyword the Nike channel will be accessed. They have used the platform to also gain maximum coverage on projects and as Nike has such a huge consumer base they can connect the content to personal experiences (Hollebeek et al., 2014) with the brand attracting higher engagement. Nike’s “Show your 5 campaign” in 2009 saw the company release 20 professional videos and then give cameras to everyday YouTube users for a chance to film their own campaign. The campaign after completion saw over 20,000 entries and 1,000 were published.

If the user was then to type in ‘Liverpool’ or ‘Arsenal’, it is likely that they will end up on the Nike Channel because a Liverpool 5 a side match is stored on there, which is a clever way of using UGC and tags to link videos and engage consumers in multiple aspects of the brand leading the consumer to venture further into the brand itself (Hoffman & Fodor, 2010). As YouTube offers a subscribe button to each channel users can “follow” the channel and be consistently up to date with current and future releases and videos.

The live function of YouTube developed in 2008 is another great positive aspect influencing social engagement. For example Barack Obamas Live Speeches broadcast on YouTube allow the public to ask questions, comment and rate the experience depending on how they felt about the broadcast and if chosen will get a live response. Social experiences that connect to the user/consumer and give them the experience of really engaging with more than just a “like” or “hashtag” create engagement in a different way making the user feel more important and of value in turn changing purchase decisions, brand loyalty and sparking word of mouth advertising (Calder et al., 2016).

Why does UGC Fail?

UGC can have an alternative side to social engagement and for brands can create a negative effect to the business due to the lack of control UGC creates. Brands need to think about the view the content presents and how it engages with the audience (Chevalier & Mayzlin, 2006). As YouTube videos can be commented on there is going to be some negative comments appearing, with corporations that have strong brand loyalty there may be a wide group of users defending the brand to the point that it’s increasing engagement and advertising the strength of the brand loyalty (Schoffler, 2014). In terms of lack of control one of the better known instances of UGC failing was the #MeetTheFarmers that McDonalds used to share stories with farmers who supplied them. The hashtag was then adapted to #McDStories and taken over by users sharing their own McDonalds experience. Some were decent but the majority of posts were negative and portrayed the company in an extremely unethical way.

The campaign was pulled within hours but the #McDStories continued to flourish and still exists now. As the campaign was on Twitter they had no control to where it would go. This event shows that brands that already have a negative feel about them may not choose to use a social platforms as a tool to promote engagement, as the risk of content hijacking is high. For a company to become successful, especially now that the tools for engagement are being intentionally placed in the hands of the consumer, it is more important to know how to analyze, counter and respond to negative online buzz.

Here are some other cases where UGC has effected social engagement and spurred controversy. 

Burberry: The Art of the Trench – http://bit.ly/1SnKrQz this campaign changed the way user generated content was thought of and increased Burberrys sales by 50% year over year (Burberry, 2013).

Heineken: Reinvent the Draught Beer – http://bit.ly/269atLq this campaign saw thousands of consumers creating their own content in hope of reinventing the way Heineken made their beer.

The article below is a case study that demonstrates UGC producing social engagement and effectively changing social behaviours.

http://www.tandfonline.com/doi/pdf/10.1080/0267257X.2016.1148066

The research shows that consumer engagement validates the link between content and decision making and is an interesting read for brands looking to adopt new methods of advertisement.

References

Alexa. (2016). Top Websites. [Online] Available: http://www.alexa.com/topsites. Last accessed 17th April 2016.

Burberry. (2013). Income Statement. [Online] Available: http://www.burberryplc.com/investor_relations/financial_history/yearly_financials/income_statement. Last accessed 17th April 2016.