Five Ways Hoteliers Can Benefit From User-Generated Social Media Content

By Andrea Mann

What is user-generated content?

What do Wikipedia, YouTube, and Tripadvisor all have in common? They are all websites that rely heavily on user-generated content. I use the term "content" loosely, as it can vary from credible facts and creative media to opinion-based reviews and personal stories… you get the picture.

User-generated content can be advantageous for gathering information about a hotel's amenities and services or learning about a travel experience from a previous guest's point-of-view, but it can also be controversial because this information is provided by the public and is often uncensored. Does that mean that user-generated content is not credible? No, that is not what it means. It means that a reader or viewer should consider the source when determining whether or not to trust the recommendation or story. For instance, you may trust the Wall Street Journal with world news more than your friend. However, if you're seeking hotel recommendations in New York, you may be more likely to take your friend's opinion over that of Frommer's, even though that travel guide tends to be a very trusted source. Your inclination to trust a source will likely depend on the type of information you are seeking. Also, keep in mind that most UGC is regulated or edited to some extent to ensure that the content meets the site's standards, even massive sites like Wikipedia. Jimmy Wales, Founder of Wikipedia, has created and successfully implemented a voluntary governing force of editors for the user-generated content site to combat those "party of jerks" that every so often intervene with the "party of thoughtful."

A penny for your thoughts?

…not so much in the world of user-generated content. No one is actually paying for the content; rather people voluntarily share it as a means of collaboration. There might be an explicit, tangible incentive, such as producing content for the chance to win a prize, but more often than not, people are actually providing their content for the greater good. Yes, those people still exist.

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What motivates people to voluntarily provide this content for free? The internet is an open platform for people to share their personal thoughts and experiences with the public, and many people simply want their voice to be heard. In a world where ever-expanding social networks are the norm, people enjoy cultivating a sense of community online; connecting with others over a mutual interest (staying at the same hotel), sharing their wisdom to show themselves as the "expert", or receiving some sort of acknowledged "status" based on level of involvement, like Tripadvisor badges for active reviewers.

There's more… continue reading the complete article "Five Ways Hoteliers Can Benefit From User-Generated Social Media Content" on Blue Magnet Interactive Blog

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