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How do you balance the benefits and risks of user-generated content in relationship marketing?

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User-generated content (UGC) is any form of content created by customers or users and shared on online platforms, such as social media, blogs, forums, or reviews. UGC can be a powerful tool for relationship marketing, which is the strategy of building long-term and loyal relationships with customers by providing value, engagement, and satisfaction. However, UGC also comes with some risks and challenges that need to be balanced carefully. Here are some tips on how to do that.

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Tony Chapman

Conference Host, Speaker and Moderator. 3 X Hall of Fame Inductee Host of Chatter that Matters Podcast / Founding…

1 Define your goals and guidelines

Before you encourage or leverage UGC, you need to have a clear idea of what you want to achieve and how you want to manage it. For example, do you want to increase brand awareness, generate leads, collect feedback, or foster community? Depending on your goals, you need to set some guidelines and expectations for the type and quality of UGC you want to receive and display. You also need to communicate these guidelines to your users and ensure that they comply with your brand values and policies.

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2 Monitor and moderate UGC

One of the main risks of UGC is that it can be negative, inappropriate, misleading, or harmful to your brand reputation. Therefore, you need to monitor and moderate UGC regularly and effectively. You can use tools and platforms that allow you to filter, flag, or remove UGC that violates your guidelines or standards. You can also enlist the help of your loyal customers or fans to report or respond to problematic UGC. However, you should also be careful not to censor or delete UGC that is constructive, honest, or relevant to your brand.

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Chianti Roberts

Agency Owner at Roberts & Roberts Allstate
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While moderating UGC can help mitigate the risks of negative content, such as offensive or inappropriate material, while still allowing customers to express themselves. It is important to also establish clear guidelines for acceptable content and monitoring submissions can help ensure that your UGC is appropriate and in line with your brand's messaging. To help with this, engaging with UGC can help strengthen relationships with your audience and promote positive engagement. It also allows you to monitor not for just monitoring sake. Responding to comments, sharing UGC on social media, and highlighting customer stories can show that your brand values to your customers and encourages their participation.

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3 Engage and reward UGC

Another way to balance the benefits and risks of UGC is to engage and reward your users for their contributions. You can do this by acknowledging, thanking, featuring, or sharing their UGC on your channels. You can also offer incentives, rewards, or recognition for the best or most creative UGC. This can motivate your users to create more and better UGC and also foster a sense of trust, appreciation, and loyalty between you and your customers.

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4 Analyze and optimize UGC

Finally, you should also analyze and optimize UGC to measure its impact and effectiveness on your relationship marketing goals. You can use metrics and tools to track and evaluate the quantity, quality, reach, engagement, and sentiment of UGC. You can also use feedback and insights from UGC to improve your products, services, or customer experience. By doing this, you can optimize your UGC strategy and maximize its benefits for your brand and your customers.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Tony Chapman

Conference Host, Speaker and Moderator. 3 X Hall of Fame Inductee Host of Chatter that Matters Podcast / Founding Partner Chatter AI
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Many years ago we created a campaign for the Scene Card, a loyalty platform that was owned by Scotiabank, one of Canada's largest banks, and Cineplex which dominated the movie theatre business. Our campaign was called Movie Lovers Get It. We created a contest that encouraged consumers to create their own Movie Lovers Get It Movie Screen Ad. The amount of time, effort and creativity that went into these productions gave us a body of work we were excited to play in theatre.

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How do you balance the benefits and risks of user-generated content in relationship marketing?

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1 Define your goals and guidelines

2 Monitor and moderate UGC

3 Engage and reward UGC

4 Analyze and optimize UGC

5 Here’s what else to consider

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