User-generated Content

13Nov11

Technological innovations have created interactive platforms that can develop creative content and attract audiences. The rise of social media in particular has propelled a culture where everyone wants a voice and the ability to express themselves and their opinions. Sites like YouTube and Facebook allow users to present their own videos, music, or photos; they are rapidly becoming a dominant phenomenon. Will our organizations become irrelevant without it? Adapting to user-generated content (UCG) presents many opportunities and challenges to the creative industries.

Consumers are increasingly expecting to engage with UCG to engage them and give them a voice. Furthermore, user-generated content opens up channels of communication and can offer the creative industries a way to building audience and consumer engagement, trust, or attendance at your performance/purchase of your product. Are you ready to get involved?

You can’t just jump on the social media bandwagon thinking audiences will automatically engage with you. And the ones that do still have the power to sever ties with you if you’re not meeting their needs and expectations. This Harvard Business Review article, Social Media’s Impending Flood of Customer Unlikes, discusses pitfalls in not building effective social media campaigns. It reveals disconnect in what consumers want and need versus what organizations think they want and need. Incorporating user-generated content clearly is not a simple task.

Solis, Brian. “Social Media’s Impending Flood of Customer Unlikes.” Harvard Business Review Blog Network. 21 Sept. 2011. Web. 13 Nov. 2011.

-Kathryn Rudolph

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