A vibrant, interesting and relevant social media strategy is at the forefront of every business’s thoughts at the moment, and the benefits of success in this area can be huge. If limited manpower, and resources are available, however, managing the strategy effectively – and reaping these rewards — can be nigh on impossible. A New York start-up, called Percolate, is looking to make life easier for anyone working in a content manager position, or wanting to create fresh and innovative content strategies. The Manhattan based company – which employs a ‘vegetable strategist’ to encourage employees to eat healthily, and has an open vacation policy – has experienced significant growth over recent years, and is in the process of expanding its operations to a UK office.
Harnessing user generated content
Percolate already provided businesses with a way to manage their overall social media strategy and create unique and interesting content, but it has just launched a service designed to help companies grow and utilize audience engagement with their brand. The new features can benefit social media savvy businesses by encouraging their followers to participate and generate content that the business can then use for marketing purposes. A common engagement strategy is to ask customers to send a photo showing how they use a certain product, and these developments transform the content audience members create into genuinely useful – and cheap — marketing material. The new features allow companies to make simple, polite requests for the rights to use user generated content over Twitter. The user can then confirm that they are fine with the request through a single click, providing a hassle free way for companies to gain access to quality user generated content without worrying about transgressing the law or having to pay for it.
Old concept, new spin
Savvy social media managers may recognize some of these ideas from a recent funding round that saw a startup called “Chute” raise $7 million in series A funding. However, Percolate CEO James Gross was keen to point out that the key differentiating factor in his company’s offering streamlines the process of requesting user permission to the point where the operation can be measured in clicks rather than tweets and image exchanges.
It seems brand marketing is set to become just that little bit more collaborative.