Here’s another draft section from the book chapter on UGC
I’m currently writing I’ve written which I’d welcome your input on. I’m particularly interested in any other objectives you can think of that news organisations have for using UGC – or the strategies adopted to achieve those.
A common mistake made when first venturing into user generated content is to focus on the technology, rather than the reasons for using it. “We need to have our own social network!” someone shouts. But why? And, indeed, how do you do so successfully?
A useful framework to draw on when thinking about how you approach UGC is the POST process for social media strategy outlined by Forrester Research (Bernoff, 2007). This involves identifying:
- People: who are your audience (or intended audience), and what social media (e.g. Facebook, blogs, Twitter, forums, etc.) do they use? Equally important, why do they use social media?
- Objectives: what do you want to achieve through using UGC
- Strategy: how are you going to achieve that? How will relationships with users change?
- Technology: only when you’ve explored the first three steps can you decide which technologies to use
Some common objectives for UGC and strategies associated with those are listed below:
|Objective||Example UGC strategies|
|Users spend longer on our site||
|Attract more users to our site||
|Get to the stories before our competitors||
|Increase the amount of content on our site||
|Improve the editorial quality of our work||
Can you add any more? What strategies have you used around UGC?
UPDATE: ‘Pursue the goal, not the method‘ by Chris Brogan puts this concept well in broader terms.