How companies can make the most of user-generated content

Marketing, Digital Marketing Article, user-generated content

Article at a glance:

Executives looking to get the greatest possible value from corporate blogs and wikis can learn from the experiences of online video-sharing sites, which are growing fast—largely because of the contributions of a small percentage of their members.
Corporate managers must learn how to identify and nurture their core contributors to generate enthusiasm for and interest in wikis and other collective-intelligence systems that rely on contributions from users.
As these systems begin to take off, managers can give them further momentum by providing tools that make it easy for users to contribute and share. A quality-management scheme can make such efforts more sustainable by helping to ensure that the content is worthwhile.

This article contains the following exhibits:

Exhibit 1: A desire for fame was one of several primary motives cited for uploading videos.
Exhibit 2: For many participatory-media sites, a small percentage of the participants contribute more than half the content.

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Abstract

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