With MROCs (market research online communities), you should be realistic about user-generated content. After all, MROCs are not natural/organic communities of interest like Digg or LinkedIN. They also do not have a sole content-creating focus like Flickr or YouTube, so you have be more active in encouraging content creation in these environments. With this in mind, here are a few tips for encouraging content creation in your MROC:

1. Screen for creators

Only a portion of the general population are likely “content creators.” However, you can strive to recruit people into your MROC that are more likely/willing to create content. They are generally more active on the most popular social networks (e.g. Facebook, LinkedIN, Twitter), and have a history of creating content on these sites (e.g. posting group discussions, tweeting regularly, writing blog posts, sharing photo albums). Also, think about the attitudinal elements that make people likely creators.

2. Lead by example

As a community moderator, take the lead and write your own regular blogs (on-topic and off-topic), upload photos of your vacation, ride home from work, or even your office. Post a link to an on-topic article or some other piece of content to encourage conversation on a regular basis aside from your regular research activities.

3. React publicly & quickly

Reward and feature members that create content, and time this as close as you can to the original post time for maximum impact. If you have a points/rewards system, add points for these posts, or feature member content on the community main page. Also, post this content in a spot where the whole community can noticeably react to.

4. Incorporate special contests

Think about unique contests where you pick a winner from the community each month… how about a “funniest workplace moment”, “book review” contest, “funniest blog” contest, or “best profile photo” contest.

5. Challenge members & assign tasks:

Consider ways to challenge members to solve problems over time. Split members into teams and have them discuss certain issues in groups, or even assign specific tasks (e.g. go shopping and share a blog of your experience) to get them in a habit of getting outside their comfort zone periodically. Small groups are also a great way to encourage connection and to get people to be more accountable.

- Ben