What is User Generated Content (UGC)?
User Generated Content (UGC) refers to any form of content—such as text, videos, images, reviews, and social media posts—that is created and shared by users or employees rather than by the official brand or organisation itself. In the context of internal communications, UGC involves employees contributing content to internal platforms, fostering a sense of community and collaboration within the organisation.
Why is User Generated Content relevant to internal comms?
UGC is highly relevant to internal communications as it empowers employees to share their insights, experiences, and achievements, enhancing engagement and building a more connected and transparent organisational culture. It encourages a bottom-up communication approach, where employees at all levels actively participate in shaping the internal narrative.
Examples of User Generated Content in internal comms
Examples of UGC in internal communications include employees sharing success stories on the company intranet, contributing to a shared digital photo board of team events, or posting updates and achievements in internal social networks. These contributions can significantly enrich the organisation's internal content and foster a stronger sense of belonging.
Best practices for User Generated Content
To encourage UGC, it's important to create a supportive environment where employees feel comfortable and motivated to share. This involves providing clear guidelines, recognising and rewarding contributions, and ensuring a platform that is easy to use and accessible to all employees. Moderation is also key to ensure content aligns with company values and policies.
Common challenges for User Generated Content
Encouraging consistent employee participation
Maintaining content quality and relevance
Balancing freedom of expression with organisational guidelines
Moderating content to prevent the spread of misinformation or harmful content
What does User Generated Content mean for frontline teams?
For frontline teams, UGC can be a powerful tool for sharing on-the-ground experiences, best practices, and customer feedback directly with the wider organisation. It enables these teams to have a voice and contribute valuable insights that can lead to improvements in products, services, and customer experiences.
User Generated Content FAQs
Q: How can internal comms facilitate the creation of UGC?
A: Internal comms can facilitate UGC by providing platforms and opportunities for sharing, setting clear guidelines, offering incentives for participation, and highlighting exemplary contributions to inspire others.
Q: Can UGC replace traditional internal comms content?
A: While UGC can greatly enrich internal communications, it should complement rather than replace traditional, curated content to ensure a balanced and comprehensive communication strategy.
Q: How does UGC impact employee engagement?
A: UGC can significantly boost employee engagement by giving employees a voice, allowing them to contribute to the organisation's narrative, and fostering a sense of ownership and community within the workplace.
