BEST PRACTICE: Why brand managers should not be scared of social networking
User-Generated Content (UGC) is an increasingly popular brand marketing tool for many large enterprises today. It provides a fantastic opportunity for businesses to connect with existing business partners and prospects with relatively little financial impact.
Some brands are discouraged from incorporating UGC because of the possible threat of being associated with inappropriate, politically incorrect or even abusive content online. But steering clear of engaging in such initiatives altogether means companies could be missing a trick in terms of reaping the rewards of well managed UGC. How can businesses harness the real benefits that UGC has to offer while protecting their brand in the process?