So what exactly is user-generated content? According to social media management service Sprout Social, UGC is a "source of content crafted by a consumer, social media follower, fan or influencer that lives under your brand’s properties."
UGC is a efficient and authentic way of publicizing a brand through a third party. Thanks to retweets, likes and shares, ordinary people all over the world are able to connect both with each other and the brands they care about. Below are a few of the ways I work with and have seen the benefits of Library-centered UGC.
Location: Library Lawn
On Instagram, users can tag their posts at certain locations. Library Lawn is a popular location option on campus with significant post traffic from all sorts of people on campus. For example, during homecoming week students and alumni alike posted awesome pictures of themselves with friends and family who were celebrating America's Greatest Homecoming. My favorite type of post on Library Lawn usually comes from prospective or future students who are visiting for a tour or recruiting day! The Library Lawn Instagram location is a wonderful collection of posts from all types of OSU fans making memories at the heart of campus.Hashtags: #EdmonLow and #OkStateLibrary
Hashtags are also useful tools on social media for people interested in viewing categorized content. Some useful hashtags that I search are #EdmonLow and #OkStateLibrary. By searching these hashtags, I am able to view any posts having to do with OSU Libraries that are tagged with them. From there I can sift through what people are talking about and pick out a funny tweet or photo to feature on digital signage. From impromptu workout videos on the third floor of Edmon Low to words of encouragement during finals week, hashtags are a great way to see what people are doing at the Library.Mentions: "Edmon Low"
This form of UGC is any text that is typed and posted, no specific hashtag or location needed. In addition to mentioning the library, people may also tag the Library account in the post. Both of these types of UGC are considered mentions. As far as Library coverage, I can search anything from "Edmon Low" to "finals," depending on the time of year, to see what OSU students are doing at the Library. Mentions are very useful because they streamline a form of feedback that Library management may be unaware of otherwise. Complaints and suggestions about Wi-Fi, uncomfortable temperatures and disruptions in Edmon Low are often tweeted about. Once I see such tweets, I can direct the content to facilities management or other necessary staff member to be addressed.My time as the Electronic Communication Intern at the Library has taught me how crucial UGC is to connecting with the target audience on social media. UGC opens up the door for brands such as OSU Libraries to interact with their audience and foster a personal connection. If someone tweets about the Wi-Fi not working, the Library will typically respond to the tweet to collect more information and assure them that the issue is being addressed. Even small acts such as this can create a relationship between brand and consumer that can have a lasting, beneficial effect.
Posted by Tatum Wallace, Electronic Communications Intern for OSU Library Communications
