Generating Social Media Content

You’re on social media. Maybe just Facebook, but likely other platforms as well. You may see the benefits of a larger presence, but what do you need to take into account to make sure you’re doing the right thing for your business?

To help, shares what is referred to as the “5 Cs” of social media marketing, along with how you can apply them at your location.

Tip: “Employee-generated content (EGC) shows the value and story behind your brand.”

The 5 C’s

• COMMUNITY: “Identify the communities that your consumer actively participates with and engage with them. You should know what LinkedIn [and Facebook] groups they are part of, Twitter chats they engage in, and influencers they follow.”

• CONTRIBUTION: “Establishing a posting schedule and setting reminders for yourself to engage with others’ content is an excellent way to ensure you’re always part of the conversation.” 

9.8x“Consumers find user-generated content (UGC) 9.8x more impactful than influencer content when making a purchasing decision.”

• CONVERSATION: “When someone comments on your posting and you promptly respond back, this humanizes your brand, making people feel more connected. People would rather buy from people they think they have developed a more trusted, personal relationship with.”

• CONNECTION: The social connection goes beyond influencers, too. “Videos and Facebook’s live video function offer a unique opportunity to connect in ways like never before. Showcase a live demo or feature an event.”  

• COLLABORATION: “Talk to your audience about what creates the best customer service experience for them…as well as what you can do to enhance your overall customer experience. People appreciate when they have the opportunity to get invested and take part in improving services.”


The key to all this is content. Not just what you post, but what others say. As suggested above, it should be a two-way street that includes user-generated content. What exactly is it? According to Hootsuite, UGC “is any content created by people, rather than brands.” That can include everything from images, videos, and reviews to a customer testimonial or even a podcast.

Don’t forget your own experts…your staff. “Employee-generated content (EGC) shows the value and story behind your brand,” explains Hootsuite. “For example, photos of employees making up orders or a video of your team talking about why they love working for your company. This behind-the-scenes content helps establish brand identity and works across social and ads to showcase authenticity.”

How important is this to your customers? According to the experts at Stackla, a social media marketing and management app, nearly 8 out of 10 people surveyed (79%) say UGC highly impacts their purchasing decisions. In fact, consumers “find UGC 9.8x more impactful than influencer content when making a purchasing decision,” adds Stackla.

What have you done to showcase your expertise and tap your users or employees for content? Tell us about it and share in the conversation on Facebook here.

Erinn Morgan

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