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Description

User-Generated Content: Generating, Governing and Publishing Customer Content

Two days to let your customers speak on your behalf and turn their content into social proof

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Brand-produced content is expensive and increasingly less persuasive. Customers are already posting photos, reviews and videos, yet nothing is in place to spot, clear and reuse them. The strongest proof points remain invisible.

These 14 hours put customer contribution on an organised footing. Participants define the content they want to generate, set up contribution mechanics, secure permissions and usage rights, select and publish the content received, then measure its effect on engagement and on sales.

Learning objectives

  • Define the customer content that serves your social media strategy
  • Set up mechanics that generate contributions
  • Secure permissions and usage rights for the content received
  • Select and adapt customer content for your own channels
  • Measure the contribution of customer content to engagement and sales

What makes this programme different

A collection framework designed in session for the participant's own brand
A ready-to-use content permission request template
Analysis of participative campaigns that ran away from their brands

Programme

1Understanding content produced by customers

Why the customer's voice persuades

  • Forms of spontaneous and solicited content
  • The role of social proof in purchase decisions
  • Mapping contributing customers and brand advocates
  • Useful content at each stage of the buying journey

2Generating contributions

Making people want to post

  • Calls for contribution and participation mechanics
  • Contests, challenges and recurring formats
  • Running an advocate community
  • Requesting reviews after purchase
  • Relay by customer-facing teams

3Governing and securing

What you are entitled to reuse

  • Requesting and storing permissions
  • Image rights and creator credits
  • Moderation rules and content to set aside
  • Transparency on paid partnerships
  • Handling negative reviews and brand hijacking

4Publishing and measuring

Putting proof into circulation

  • Selection and adaptation to each channel's formats
  • Integration on the website and product pages
  • Reuse in campaigns and email
  • Engagement indicators and effect on sales
  • Sustaining the flow of contributions over time

Who is it for

Community managers · communication officers · social media managers and marketing teams in consumer-facing brands.

Prerequisites

Managing or monitoring your organisation's social media accounts.

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.