{"id":3955,"date":"2017-04-03T08:34:36","date_gmt":"2017-04-03T07:34:36","guid":{"rendered":"https:\/\/www.da-manager.com\/?p=3955"},"modified":"2024-04-24T09:33:10","modified_gmt":"2024-04-24T08:33:10","slug":"how-brands-can-leverage-user-generated-content","status":"publish","type":"post","link":"https:\/\/da-manager.com\/blog\/how-brands-can-leverage-user-generated-content\/","title":{"rendered":"How Brands Can Leverage User Generated Content"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/da-manager.com\/blog\/how-brands-can-leverage-user-generated-content\/#What_User_Generated_Content_Is_And_Isnt\" >What User Generated Content Is And Isn\u2019t<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/da-manager.com\/blog\/how-brands-can-leverage-user-generated-content\/#Why_User_Generated_Content_Is_Important\" >Why User Generated Content Is Important<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/da-manager.com\/blog\/how-brands-can-leverage-user-generated-content\/#User_Generated_Content_Is_Self-Sustaining_Advertising\" >User Generated Content Is Self-Sustaining Advertising.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/da-manager.com\/blog\/how-brands-can-leverage-user-generated-content\/#Examples_Of_UGC_Gone_Amazingly_right\" >Examples Of UGC Gone Amazingly right<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/da-manager.com\/blog\/how-brands-can-leverage-user-generated-content\/#Examples_Of_UGC_Gone_Horribly_Wrong\" >Examples Of UGC Gone Horribly Wrong<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/da-manager.com\/blog\/how-brands-can-leverage-user-generated-content\/#The_Trouble_With_UGC\" >The Trouble With UGC<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/da-manager.com\/blog\/how-brands-can-leverage-user-generated-content\/#How_To_Leverage_User_Generated_Content\" >How To Leverage User Generated Content<\/a><\/li><\/ul><\/nav><\/div>\n[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221; shape_divider_position=&#8221;bottom&#8221; bg_image_animation=&#8221;none&#8221;][vc_column column_padding=&#8221;no-extra-padding&#8221; column_padding_tablet=&#8221;inherit&#8221; column_padding_phone=&#8221;inherit&#8221; column_padding_position=&#8221;all&#8221; column_element_direction_desktop=&#8221;default&#8221; column_element_spacing=&#8221;default&#8221; desktop_text_alignment=&#8221;default&#8221; tablet_text_alignment=&#8221;default&#8221; phone_text_alignment=&#8221;default&#8221; background_color_opacity=&#8221;1&#8243; background_hover_color_opacity=&#8221;1&#8243; column_backdrop_filter=&#8221;none&#8221; column_shadow=&#8221;none&#8221; column_border_radius=&#8221;none&#8221; column_link_target=&#8221;_self&#8221; column_position=&#8221;default&#8221; gradient_direction=&#8221;left_to_right&#8221; overlay_strength=&#8221;0.3&#8243; width=&#8221;1\/1&#8243; tablet_width_inherit=&#8221;default&#8221; animation_type=&#8221;default&#8221; bg_image_animation=&#8221;none&#8221; border_type=&#8221;simple&#8221; column_border_width=&#8221;none&#8221; column_border_style=&#8221;solid&#8221;][vc_column_text]<span style=\"color: #000000;\"><span class=\"s2\">This is an era of advertising and one of the best way to go around it is by leveraging user generated content. Brands left and right hold seminars and conferences on how to break through the clutter and entice new customers and clients to open up their wallets and spend to their heart\u2019s content. Unfortunately, this is much easier said than done. Marketing efforts are so ubiquitous as to become invisible to most of the intentionally dissonant public at large. People are adapting to become less susceptible to advertising efforts.\u00a0<\/span><span class=\"s2\">However, the silver lining in all this is that it paves a new way for brands to build a rapport with their users. One on one interaction and conversation. Of course, \u201cone on one\u201d in this case isn\u2019t quite as intimate as it used to be. Rather, your brand conversations can be used to reach millions. And how so? Through the use of user generated content (UGC).<\/span><\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">UGC is a way to start a conversation with your fans, and more importantly, to cultivate a relationship between said fan and your brand. The implications of developing close ties with customers are staggering.<\/span><\/p>\n<ul>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">71% of <span class=\"s4\">American consumers rely on UGC<\/span> such as ratings and reviews to help them make a purchasing decision.<\/span><\/li>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">According to <a style=\"color: #000000;\" href=\"https:\/\/www.facebook.com\/business\/success\/yotpo\" target=\"_blank\" rel=\"noopener\"><span class=\"s4\">a Facebook case study<\/span><\/a>, advertisements using ratings or reviews garnered more than 4 times the clickthrough rate of ads lacking UGC.<\/span><\/li>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">UGC gets <a style=\"color: #000000;\" href=\"http:\/\/www.tintup.com\/blog\/38-mind-blowing-stats-effectiveness-user-generated-content\/\" target=\"_blank\" rel=\"noopener\"><span class=\"s4\">10 times<\/span><\/a> the views that brand produced promotional material on YouTube receives.<\/span><\/li>\n<\/ul>\n<p><span class=\"s2\" style=\"color: #000000;\">But before you can truly learn to leverage user generated content, you have to know exactly what it is.<\/span><\/p>\n<h2 class=\"p5\"><span class=\"ez-toc-section\" id=\"What_User_Generated_Content_Is_And_Isnt\"><\/span><span class=\"s2\" style=\"color: #000000;\">What User Generated Content Is And Isn\u2019t<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span class=\"s2\" style=\"color: #000000;\">This should seem fairly simple, but as we\u2019ll see in the examples section, the lines can get pretty blurry. Let\u2019s try to stick to as uncomplicated a definition as we can. User Generated Content is basically anything created by a brand\u2019s users:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">Reviews<\/span><\/li>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">Ratings<\/span><\/li>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">Blog comments<\/span><\/li>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">How to videos<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span class=\"s2\" style=\"color: #000000;\">\u2026and so on. What it isn\u2019t? Anything created and distributed by the brand:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">Product descriptions<\/span><\/li>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">Blog posts<\/span><\/li>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">Promotional videos<\/span><\/li>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\">Landing pages<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span class=\"s2\" style=\"color: #000000;\">\u2026and etc. So where does the line blur? How about a landing page featuring a user rating? Or a brand that shares a user\u2019s review of their product? Which category do these fall under? Either way it\u2019s positive press, so the point should always be to promote the production and distribution of any noise that\u2019s mentioning your brand in a favorable light.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">But why is this any more important than your conventional and traditional marketing efforts? Why should you care about the implications and effects of your user\u2019s content?<\/span><\/p>\n<h2 class=\"p5\"><span class=\"ez-toc-section\" id=\"Why_User_Generated_Content_Is_Important\"><\/span><span class=\"s2\" style=\"color: #000000;\">Why User Generated Content Is Important<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span class=\"s2\" style=\"color: #000000;\">Firstly, it\u2019s important to remember that potential customers trust other users far more than they trust you. Of course, you\u2019re going to say your product or service is the best and the coolest. That\u2019s your job. What\u2019s more powerful is seeing someone who isn\u2019t incentivized pony out the same praise. Beyond this simple maxim, UGC also offers an avenue for users to interact with brands.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">Interaction equals engagement and the more your users are engaged with your offerings, the more brand loyalty you will inspire. After all, you wouldn\u2019t write a review for something you don\u2019t care about. Moreover, you don\u2019t cultivate relationships by being a complicit, silent partner. That\u2019s not how relationships work. They\u2019re a two way street.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">You have to mix it up with your fans in order to keep them. And doing so provides you with the opportunity to make more fans, through little effort of your own. This is because UGC often has the potential to go viral. For example, the SMM experts at Taco Bell will often participate in a bit of back and forth with their fans:<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">Now here\u2019s a shocker, I didn\u2019t grab that screenshot off of Twitter. This was a humorous repost that I got off of the viral image sharing site, <a style=\"color: #000000;\" href=\"http:\/\/imgur.com\/\" target=\"_blank\" rel=\"noopener\"><span class=\"s4\">Imgur<\/span><\/a>. And not because the Taco Bell folks have an account on the site. Rather, it became popular and started circulating. This example shows that Taco Bell is a self-aware, relatable and overall likable entity on the web. It\u2019s positive branding, even if it doesn\u2019t have a direct measurable effect on their business goals, it increases notoriety and recognition.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">But that\u2019s not all that UGC is good for. It\u2019s also an integral part of the inbound marketing cycle. Interactive brand content allows users to attract new users, convert new users into new customers, convert new customers into repeat customers, and delight them enough to where they begin creating more UGC to start the process all over again.<\/span><\/p>\n<h2 class=\"p3\"><span class=\"ez-toc-section\" id=\"User_Generated_Content_Is_Self-Sustaining_Advertising\"><\/span><span class=\"s2\" style=\"color: #000000;\">User Generated Content Is Self-Sustaining Advertising.<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span class=\"s2\" style=\"color: #000000;\">UGC adds to brand authority, credibility, and trust. As mentioned above, users trust other users more than they do brands. If you have a loyal fan base that\u2019s singing your brand\u2019s praises, it increases the likelihood that other leads will convert to your cause.<\/span><\/p>\n<p><span class=\"s5\" style=\"color: #000000;\"><i>Image credit: <\/i><span class=\"s4\"><i>Forester Consulting<\/i><\/span><\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">These stats show that consumers don\u2019t trust brands, they trust other consumers. That\u2019s why it\u2019s always important to put your best foot forward in any interactions between staff and user, as we\u2019ll see in some of our UGC examples below<\/span><\/p>\n<h2 class=\"p5\"><span class=\"ez-toc-section\" id=\"Examples_Of_UGC_Gone_Amazingly_right\"><\/span><span class=\"s2\" style=\"color: #000000;\">Examples Of UGC Gone Amazingly right<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"color: #000000;\"><span class=\"s2\">You never know what interactions might be repackaged as UGC. That\u2019s why it always pays to be personable, entertaining, and even a little quirky in your interactions with consumers. Netflix managed to do this in a fortuitously humorous way with a Reddit poster, who took a <\/span><span class=\"s4\">lighthearted exchange with their support team<\/span><span class=\"s2\">, screenshotted it and put it up on the front page of the internet.<\/span><\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">Another example of UGC that worked out to the brand\u2019s benefit can be seen in the <span class=\"s4\">Lego Creation Gallery<\/span><\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\"><i>Image credit: <\/i><span class=\"s4\"><i>Lego.com<\/i><\/span><\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">This is a program created by the Lego marketing geniuses that allows users to build Lego models and share images of their work online. Lego further encourages users to submit according to certain rules and challenges in order to promote brand partnerships they have with Disney properties like Marvel studios and Star Wars film franchises. It also helps them show off new merchandise with sales funnels that are surreptitiously attached to certain pages in the gallery.<\/span><\/p>\n<h2 class=\"p5\"><span class=\"ez-toc-section\" id=\"Examples_Of_UGC_Gone_Horribly_Wrong\"><\/span><span class=\"s2\" style=\"color: #000000;\">Examples Of UGC Gone Horribly Wrong<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span class=\"s2\" style=\"color: #000000;\">We won\u2019t spend too much time on this category as it should be pretty obvious that you\u2019re not supposed to treat your customers like dirt. However, it is important to note the high profile examples of a brand being careless with its supporters. In an age of oversharing, even the smallest missteps can end up with a million+ views.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\"><i>Image credit: <\/i><a style=\"color: #000000;\" href=\"https:\/\/twitter.com\/OllieConnolly\/status\/810684058841845760\/photo\/1\" target=\"_blank\" rel=\"noopener\"><span class=\"s4\"><i>Twitter<\/i><\/span><\/a><\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">Oh Skip\u2026 You can\u2019t be your own biggest fan. See, this makes everyone look bad. Skip Bayless looks desperate and cringe-worthy. FS1 looks bad for giving him a vehicle. Shannon Sharpe looks bad for being associated with him. It\u2019s just bad. It\u2019s off-putting to fans of the network, and what\u2019s worse is it\u2019s a continual source of embarrassment for everyone involved because the story has legs. It serves as a continuing reminder that the internet never forgets and very rarely forgives.\u00a0<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">Furthermore, this illustrates an important point: don\u2019t try to produce your own user generated content! It\u2019s unethical, often transparent, and generally makes the world a harder place to live in. It\u2019s difficult enough without dishonest branding efforts. Let your product or service stand on its own merits and leave the UGC to the users.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">One more example of lousy luck with UGC is another one that\u2019s pretty easy to avoid: theft of intellectual property. Recently, the fashion retailer, Zara, has come under fire in the news for ripping off more than a dozen independent artists by <a style=\"color: #000000;\" href=\"http:\/\/www.shoparttheft.com\/images\/tuesdayvszara.jpg\" target=\"_blank\" rel=\"noopener nofollow\"><span class=\"s4\">blatantly copying their designs<\/span><\/a>.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">The big takeaway here? Promoting user generated content is not the same as taking credit and profiting off of user generated content. Always give credit where it\u2019s due, and don\u2019t be afraid to give back to your community when they provide you with value. You can do this by offering discounts or prizes in exchange for content; or, if you\u2019re going to use an artist\u2019s design in your clothing line, you could even do something radical\u2014like pay them for their work.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">And that brings us to an interesting question, how do we measure the exact value of a user\u2019s content contribution?<\/span><\/p>\n<h2 class=\"p5\"><span class=\"ez-toc-section\" id=\"The_Trouble_With_UGC\"><\/span><span class=\"s2\" style=\"color: #000000;\">The Trouble With UGC<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span class=\"s2\" style=\"color: #000000;\">In a nutshell, UGC can be very difficult to measure. Which metrics should you use? Likes, shares, comments, retweets, mentions and all the rest are a good start, but that\u2019s generally how you measure your social media efforts, not the impact UGC has on your branding initiatives.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">One way to measure impact is to a\/b test exhaustively. Put out ads with and without user reviews included and see which ones drive more traffic to your site. You can also measure the number of positive reviews over different time periods and compare the results to conversion rates, bounce rates, and other metrics over the same intervals.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">Taking actions like these allows you to measure customer conversations rather than just the numbers. If you monitor the chatter then you\u2019ll start getting a better idea of what the overall feelings for your brand really are.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">Beyond this, more careful measurement of UGC on business impact convinces senior level management of UGV value. Whereas it might otherwise be difficult to impress upon your organization\u2019s leadership that they need to be funneling more budget dollars into a content marketing strategy, precise numerical proof of ROI will likely provide the impetus you need to begin leveraging UGC.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">So what\u2019s the best way to go about that exactly?<\/span><\/p>\n<h2 class=\"p5\"><span class=\"ez-toc-section\" id=\"How_To_Leverage_User_Generated_Content\"><\/span><span class=\"s2\" style=\"color: #000000;\">How To Leverage User Generated Content<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span class=\"s2\" style=\"color: #000000;\">Before anything else, you should have a benchmark in mind for what you want to accomplish you\u2019re your UCG efforts. Make specific goals and take specific actions to elicit user responses throughout the customer life cycle. You can do things like:<\/span><\/p>\n<ul>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\"><b>Develop shareable content in order to start a conversation<\/b><\/span><\/li>\n<\/ul>\n<p><span class=\"s2\" style=\"color: #000000;\">Start campaigns on YouTube, Instagram, Pinterest, or wherever your marketing powers are strongest. Encourage and entice users to share, comment, or otherwise interact with your content to create their own.<\/span><\/p>\n<ul>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\"><b>If you\u2019re selling products, prompt a customer to share their purchases on their social sites<\/b> People love to show off their shiny new toys. Take advantage of this impulse.<\/span><\/li>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\"><b>Encourage and promote UGC once it\u2019s out there, distribute it through your social media and email marketing channels<\/b><\/span><\/li>\n<\/ul>\n<p><span class=\"s2\" style=\"color: #000000;\">Is there a positive review of your product or service on YouTube? Share that sucker and be sure to give the YouTuber credit, and a link back to their page.<\/span><\/p>\n<ul>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\"><b>Feature user reviews in ads, product pages, and at checkout<\/b><\/span><\/li>\n<\/ul>\n<p><span class=\"s2\" style=\"color: #000000;\">It\u2019s all about offering your customers that social proof. They\u2019re looking for the approval of their peers, and more than anything they\u2019re trying to avoid getting ripped off. You can circumvent this purchase anxiety by showing them they aren\u2019t alone in their purchase decision.<\/span><\/p>\n<ul>\n<li class=\"li3\"><span class=\"s2\" style=\"color: #000000;\"><b>Crowd source your content through forums, how-to videos, FAQ answers, or even online Q and A sessions<\/b><\/span><\/li>\n<\/ul>\n<p><span class=\"s2\" style=\"color: #000000;\">Seeking out user interaction can be a powerful way to develop relationships. This can be something as simple as surveying your customers, or you can start an in depth discussion on your website through an open forum.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">The Q and A sessions are a particularly valuable tool, as many celebrities have found out. Reddit\u2019s AMAs have hosted everyone from scientists, athletes, and actors to popstars, porn stars, and entrepreneurs. These represent intimate and interesting opportunities to engage with your audience. And they can offer valuable insights based on the questions they ask.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">One very important thing you can do is listen to what your critics are saying. Respond to user feedback and implement appropriate changes in later products or iterations. Let the conversation you\u2019re having with your audience be truly two-way.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">Nobody ever does everything right the first time. Don\u2019t take criticism lightly. Even if it doesn\u2019t seem constructive, you can take negativity and learn from it.<\/span><\/p>\n<p><span class=\"s2\" style=\"color: #000000;\">What other ways can you think of to engage, elicit, and otherwise interact with your users? Share your thoughts in the comments.<\/span><\/p>\n<p>blog credits: Avex[\/vc_column_text][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"<p>[vc_row type=&#8221;in_container&#8221; full_screen_row_position=&#8221;middle&#8221; column_margin=&#8221;default&#8221; column_direction=&#8221;default&#8221; column_direction_tablet=&#8221;default&#8221; column_direction_phone=&#8221;default&#8221; scene_position=&#8221;center&#8221; text_color=&#8221;dark&#8221; text_align=&#8221;left&#8221; row_border_radius=&#8221;none&#8221; row_border_radius_applies=&#8221;bg&#8221; overflow=&#8221;visible&#8221; overlay_strength=&#8221;0.3&#8243; gradient_direction=&#8221;left_to_right&#8221;&#8230;<\/p>\n","protected":false},"author":1,"featured_media":3956,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_mbp_gutenberg_autopost":false,"footnotes":""},"categories":[147],"tags":[],"class_list":["post-3955","post","type-post","status-publish","format-standard","has-post-thumbnail","category-general"],"modified_by":"Wise","_links":{"self":[{"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/posts\/3955","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/comments?post=3955"}],"version-history":[{"count":0,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/posts\/3955\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/media\/3956"}],"wp:attachment":[{"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/media?parent=3955"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/categories?post=3955"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/da-manager.com\/blog\/wp-json\/wp\/v2\/tags?post=3955"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}