Inspect what you expect!

By Andrew Bredenkamp – When companies produce bad content, the results can be disastrous. The technology industry has plenty of examples: Microsoft’s chatbot Tay, operational for less than 24 hours before it began spouting racist and sexist tweets. Or YouTube’s struggles with inappropriate user-generated content showing up on its family-friendly Kids platform.

But what’s less likely to hit the headlines is the idea that, when a company delivers compelling and engaging content, they create better user experiences. They also foster stronger customer relationships, showcase their vision and values, and even increase sales. When content is honest and transparent it sparks reflection, conversation, and engagement.

For example, opposite from the Microsoft Tay debacle, Cisco earned kudos for user-generated content in its WeAreCisco campaign. In 2018, the company invited 20 super-ambassador employees from several office locations to an online brainstorming session. They thought about what content would best connect with university students, new graduates, and other members of Generation Z. The group (dubbed the Kitten Rainbow Unicorns to reflect everything that’s awesome about the web) developed a successful ongoing programme, where the company’s young go-getters share daily Snapchat Stories about what it’s like to work at Cisco.

Content can make or break a brand. And it’s the tech-powered analytics behind the content that can be the difference between a great piece of content that performs well, or an asset that disappears without a trace. Read On: