User-Generated Content: Your Questions, Answered

It's no secret that social media is a much more significant marketing tool now than it was five years ago. Whether it be Facebook, Instagram, Twitter, Snapchat or some combination, companies and brands worldwide are expanding their reach by establishing social media accounts in order to remain relevant in today's progressive tech world. This new era of business has produced a marketing element we see every day but may not recognize: user-generated content or UGC.

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

Let's Get Social!

It may come as a surprise to some that the OSU Library, as well as other university libraries, are on social media. You may ask “What could a library tweet/post/share that is interesting to followers?”

The answer is more complex than you’d think. Because the young people of today would rather search for information online than approach a help desk, it is essential for institutions of higher education to maintain a helpful and informative online presence.

OSU Library implements social media in its everyday communications by producing content and engaging with followers on multiple platforms, including Twitter, Instagram, Facebook and YouTube. Let's discuss how other university libraries are doing the same.

Harvard University Library works splendidly as an ambassador for other university accounts. Retweets and shares on social platforms, like Twitter, show endorsement of others and provide the author and sharer with a public partnership. This is a way to create long-term supporters within the university community. OSU Library is regularly endorsed by Oklahoma State University, the OSU Alumni Association and Pete’s Pet Posse, which provides opportunities for library content to reach social media users beyond its own followers.

The University of Illinois Library is swift with student engagement, responding to #AskALibrarian inquiries with answers and suggestions as well as requesting student opinion through online polls. This gives users a way to reach out to knowledgeable library staff for information they may not know how to find. OSU Library also works to respond to questions swiftly to provide students with necessary information and suggestions for finding resources in the future.

Kansas University Library regularly uses YouTube to share helpful videos with its followers. These mainly include coverage of events and how-tos, which use motion and info graphics to apply knowledge more quickly than traditional means. This is vital when publishing for a young audience who is less likely to spend time watching a video. Studies on viewership show that 20% of viewers will click away after just 10 seconds, and 45% will be long gone by the one minute mark. Therefore, short, informative clips are most effective for gaining and holding attention. OSU Library uses this tactic when publishing content geared toward students.

In keeping with the digital age, OSU Library strives to reach, interest and engage the students of OSU through the means discussed as well as others. By answering student inquiries, posting about library services and promoting events on multiple platforms, OSU Library is working to attract followers to the building as well as create brand ambassadors for the future.

See how OSU library is using social media to reach our audience. Find us through the links above or search for our accounts listed below:

Facebook: Edmon Low Library
Twitter: @OkstateLibrary
Instagram: @OkstateLibrary
YouTube: @OkstateLibrary

Post by Jennifer Barnett, E-Communications intern for OSU Library Communications