Intro: Why Social Content Matters
The Challenge: Social Done Right Takes Resources
Enter EGC (Employee Generated Content)
- Your employees are product specialists who can provide unique and interesting insight into your product
- Because they live in the area, they are also regional experts who are qualified to make quality recommendations regarding restaurants, bars, beaches, ski slopes, local bands, art galleries, subways, gyms, drugstores, more. (This is especially relevant for hotels.)
- The right employees will be tuned into the local social media scene. Those profiles provide both unique information (that can be passed on to customers) and act as effective distribution channels to further promote your brand's content.
- Consider that at least a few photo and video hobbyists are probably in your organization. Such people are often happy to contribute their skills, further boosting the quality of your brand’s content. Remember that video interacts at least 5x higher than text.
Tactical: Set Up A Successful EGC Program
- Remember: EGC is not a replacement for a dedicated resource. A trusted resource still has to steer the ship!
- Create a short list of employees who might want to participate. In big organizations, consider a casting call in the company newsletter or similar.
- Publish clear policies and rules. Don't scare off your potential contributors, but be sure to set clear boundaries and expectations. Examples might include a max quantity of submissions per week, no photos of guests, videos that are a max of 120 seconds, and more.
- Create a system where employees email their submissions to a standard address (or –better yet—post them to an internal folder in Google Docs). Then have your Social manager pick a winner on a regular basis. Be transparent regarding this process to minimize any noise from the peanut gallery.
- In the beginning, your specialist should provide feedback to those who need it. A little bit of coaching up front can yield great results in terms of the quantity and quality of submissions down the road.
- In time, a few stars should emerge. Consider giving small amounts of responsibility to those employees who demonstrate a consistent ability to generate useful, tasteful content that is on brand.
- In time, you should have enough content rolling in that you can post EGC on a more frequent scale, say 4 times per week instead of once per week.
- Reward success. Acknowledgement is the primary reward for all things social, so acknowledge those employees who receive a lot of Likes and +1s!