This link has been bookmarked by 4 people . It was first bookmarked on 05 Apr 2008, by Thanasis Priftis.
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29 May 07
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27 May 07
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Here’s the thing about user-generated content (other than it being on the face of it one of the dumbest buzzwords ever) — users are people, and people vary wildly in their talent. Heinz may end up with a brilliant commercial that they might not otherwise have discovered, because there are some brilliant people who are aspiring video content producers but who don’t currently work for a big ad agency. Open platforms like YouTube have certainly make talent discovery a more open and “democratic” process, which may indeed reduce the amount of undiscovered talent, which is a great thing. But talent remains rare, and searching for it is hard work. So while user-generated content may be “free,” sifting through to find GOOD content is not. As such, media companies and marketers can do one of two things with user-generated content: 1. Make a traditional time and resource intensive editorial effort to surface the good stuff 2. Let it run free in all its varied glory (see MySpace), and accept the mountain of bad that comes with the tiny peak of good
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Here’s the thing about user-generated content (other than it being on the face of it one of the dumbest buzzwords ever) — users are people, and people vary wildly in their talent. Heinz may end up with a brilliant commercial that they might not otherwise have discovered, because there are some brilliant people who are aspiring video content producers but who don’t currently work for a big ad agency. Open platforms like YouTube have certainly make talent discovery a more open and “democratic†process, which may indeed reduce the amount of undiscovered talent, which is a great thing. But talent remains rare, and searching for it is hard work. So while user-generated content may be “free,†sifting through to find GOOD content is not. As such, media companies and marketers can do one of two things with user-generated content: 1. Make a traditional time and resource intensive editorial effort to surface the good stuff 2. Let it run free in all its varied glory (see MySpace), and accept the mountain of bad that comes with the tiny peak of good
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