DEVELOPING A VISUAL STORYTELLING ROAD MAP: FROM STRATEGY TO IMPLEMENTATION 169 TIPS to Get Your Company Sourcing and Sharing User-Generated Content, continued it’s important to look closely at the call to Instagram but you also want to share action and form an internal focus group them on your website, Tumblr, and to determine any potential for misunder- Pinterest, make sure your participants standing or overriding a promotion. are aware of that. As evidenced by the 5. Choose a clear call to action. In order to hysteria when consumers believed that reduce the barrier to entry, choose your Instagram was claiming ownership of call to action and designated hashtag their personal photos on the platform, wisely. Consumers need to know that it’s clear that the knowledge of the use they’re opting into your UGC promotion, and terms of submission are vital to a so it’s recommended that the hashtag be successful campaign. unique and campaign specific. Though 7. Seed examples. Looking for specific types obvious, make sure you check your of images or videos from a user-gener- desired hashtag ahead of time across ated campaign? Seed examples of the all social media channels—you would types of imagery or videos you’re looking be surprised how many companies do for to help ensure quality and motivate not! Make sure to avoid a hashtag that your desired results. Throughout the cam- already has a lot of uses. paign, make sure to pulse in submitted 6. Make full disclosure. One of the reasons images or videos from your community to consumers participate in user-generated further generate excitement and aware- campaigns is for social validation, but ness. When highlighting examples, it’s don’t take their interest in starring on important to show a range in order to your social media channels for granted. inspire creativity. Make sure consumers understand how 8. Give rewards and recognition. While not and where the photos or videos will be all UGC campaigns are run as contests, it used to prevent any upsets or poten- certainly doesn’t hurt to celebrate your tial backlash. If you’re collecting images fans with rewards and recognition. It or videos from Facebook, Twitter, and could be a featured image of the week, (continued)