Social media can be seen as word-of-mouth advertising through the Internet. It uses various online activities that integrate technology and social interaction with the creation of information through words, pictures, videos, and audio.  Using social media will allow several different channels of communication to develop between you and your customers.  This generates awareness of your company, products and services, and also enables you to build a trusting relationship with your customers.

It may be hard to know what type of content to respond to, especially with millions of people creating new content every day.  As a guideline, here is the top ten types of user generated content to which you should be responding.

1. Point of need (user looking to purchase a product)
2. Influencers (users who are talking about your industry)
3. Crowds (users who are discussing your industry)
4. Competitors
5. Crises
6. Campaign impact (used to measure marketing results)
7. Questions or inquiries
8. Problems
9. Compliments
10. Complaints

When responding to your customers’ posts, always remember that you are not controlling the conversation, but rather interacting and positioning your company as an expert in your industry. This establishes a relationship with current and potential customers by encouraging open and uncensored dialogue.

Tags: Element, Social Marketing, Social Media