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Media & Entertainment, Strategy & Analysis Article, quality management
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How companies can make the most of user-generated content

  • 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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