Moving Beyond UGC
“What other roles can users fill within the communications value chain besides that of content producers?”
The value of users creating content is that your customers can be participants, and interact with your message instead of just being spectators. With a well-considered moderation plan, this user-generated content (UGC) can create brand credibility via public advocacy.
Case in point: CBC’s Hockey Night in Canada presents Bring Home the Stanley Cup.
Videos posted by hockey fans (particularly the finalists – currently posted from last year’s campaign) display passion for the game of hockey, the history of the NHL and Stanley Cup, family values and national unity. What better messages for Canada’s National broadcaster, a network for the people and of the people (via tax dollars), and the National Hockey League, striving to present family-friendly entertainment to an ever-fickle, globalized consumer? The winning videos are even shown during a HNIC broadcast.
Although this is a great example of brand-focused, successful UGC campaign, most user-generated content is just plain bad. Read more…
Filemobile, Media Technology, Online Advertising, Social Media
