“Hey, Such-and-Such on the Internet Has Suggested …”: How to Create Content Models That Invite User Participation

Problem: Few frameworks exist for building content strategies around user-generated content. We present a framework for building content strategies that enable user participation in the development and delivery of content. Key concepts: For this framework to be successfully implemented, this implementation team needs a working knowledge of user-generated content strategy, or the development of strategies for the creation, publication, and governance of useful, usable content that encourage user participation. The framework also requires an understanding of the relationship between content models and technologies. Finally, practitioners utilizing the framework must also understand the role of content moderation in facilitating development of user-generated content. Key lessons: Our framework for user-generated content strategy specifies three main practices: 1. Developing a content strategy that enables interactions among administrators, moderators, users, types of content, and technologies within a given network; 2. building content models within technologies so that all interactions flow seamlessly; and 3. using content moderation to ensure that users are empowered to contribute content while respecting quality guidelines. Implications: Though there are challenges to facilitating user-generated content that unites organizational goals and user goals, the use of a framework like ours can benefit organizations that want to make user-generated content a core part of what they do.