SPRING 2024

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114 THE DISTRIBUTOR’S LINK JOE DYSART FINDING & RE-SHARING POSITIVE SOCIAL MEDIA ABOUT YOUR FASTENER DISTRIBUTION BRAND from page 46 And still others offer detailed demonstration videos by satisfied customers that offer helpful tips on how to use a product -- or how to use a product most effectively. In addition, UGC platforms go beyond video to discover and repurpose other formats of UGC, including as text-based social media posts, text-based reviews, text-based comments in online forums,Tweets, podcast content -- and virtually any other form of content found on social media. Granted, fastener distributor marketers can search manually for all this free promotional content just waiting to be used. Essentially, there’s nothing stopping them from spending hours each day visiting the scores of social networks where they know or believe unsolicited company endorsements might show-up. But fortunately, UGC platforms are designed to relieve marketers of this busy work. They use hashtags, keywords, key-phrases and similar search variables to automatically scan for UGC promotional content on all the social media hang-outs that marketers monitor. Besides using UGC platforms to mine social media for positive content generated at the grassroots, many of these services also enable fastener distributors to encourage everyday customers to produce UGC that can be used for marketing. Says Burrelles’ Robbins: “Brands often motivate customers through giveaways, awards and recognition, contests, or exclusive or early access incentives.” Given that there are a wide variety of UGC platforms vying for the social media needs of fastener distributors, you’ll most likely want to go for a best-of-breed solution. B2B BUSINESS OFTEN GET ESPECIALLY GREAT MILEAGE FROM POSITIVE UGC CONTENT THEY FIND ON LINKEDIN These services go beyond simply helping you discover, curate and re-share UGC content that sings your company’s praises. Instead, they also offer tools that enable you to secure media rights -- when necessary -- from the creators of UGC you’d BEST-OF-BREED UGC PLATFORMS AUTO-FIND VIRTUALLY ALL FORMS OF UGC CONTENT, INCLUDING VIDEO. like to use to promote your distributorship. And they also enable you to auto-integrate UGC favorable to your brand into your ecommerce store. For example: Many of these platforms enable you to automatically integrate images of a number of positive Tweets about a specific product -- or a number of similar images of positive posts on another social media network -- into the description you have of that product in your online shop. Plus, top UGC platforms also offer analytics and report detailing how well the UGC you find-and-use is performing on your Web site, in your ecommerce store -- and across social media. Bottom line: UGC platforms are at least worth a serious gander from any fastener distributor looking to easily cast a wide net for all the positive UGC about their brand that’s scattered across social media ecosystem. Here’s a representative sampling of what you’ll find: ¤ EmbedSocial (www.embedsocial.com) - This UGC platform specializes in gathering positive UGC from across social media, helping users curate it -- and then re-publishing the content on a company’s Web site. The service features five tools: Embed Album, which embeds positive UGC photos on your Web site using a widget. Then there’s EmbedReviews, which embeds Google and Yelp reviews on your site. And EmbedFeed, which replicates content from a specific social media network on a ‘brand wall’ on your Web site. EmbedSocial also offers EmbedForms, which you can use to create and solicit customer satisfaction surveys. And there’s EmbedStories, a widget that collects and publishes Instagram stories on your Web site. CONTINUED ON PAGE 115
THE DISTRIBUTOR’S LINK 115 JOE DYSART FINDING & RE-SHARING POSITIVE SOCIAL MEDIA ABOUT YOUR FASTENER DISTRIBUTION BRAND from page 114 FINDING PODCAST CONTENT TO REPURPOSE FOR PROMOTION -- SOMETIMES ESPECIALLY TIRESOME FOR SOCIAL MEDIA MARKETERS -- IS A SNAP FOR UGC PLATFORMS. ¤ StoryStream (www.storystream.ai) - StoryStream integrates user generated video into ecommerce stores. The resulting promotional UGC includes the content itself as well as a link to a bio. ¤ Tagembed (www.tagembed.com) - Tagembed scans 21+ social media networks for UGC that’s positive about your fastener distributorship, including Instagram, Facebook, Twitter, YouTube, TikTok, Google Reviews and Airbnb. It also helps you curate the content you find and then embeds the UGC you’d like to use on ‘wall’ on your Web site using a widget. ¤ Taggbox Widget (www.taggbox.com/widget) - Taggbox relentlessly searches 20+ social media networks for UGC content that you can use on your Web site with their presentation widget. Formats that are easily handled by the widget include social media feeds, videos, reviews and hashtag content. ¤ Flowbox (www.getflowbox.com) - Fastener distributor marketers can use Flowbox to collect UGC and paid promotional content -- and then re-share that content on a Web site, ecommerce store or across a number of social media networks. JOE DYSART
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advertisers index E E & T FASTENERS
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