It’s often
the case that when people speak about consumer generated media (CGM) they focus
on blogs. It’s true that the blogosphere
is gaining enormous presence among online users and having significant impacts
on companies and brands. However,
increased availability of broadband Internet access combined with the
proliferation of easy to use software and services is accelerating adoption of
multimedia CGM. These alternative
creative formats (audio, video, etc.) offer new options for individual
expression and yield richer consumer generated content.
An article by Cory Treffiletti in yesterday’s Media Post (registration required) highlights examples of consumer generated brand content. The examples range from those produced completely independently of the corporation to those sponsored by corporate marketing programs. They are terrific case studies of how companies can include consumer generated media in their overall marketing programs. By empowering individual creativity these companies ignited viral engines of brand advocacy. As Jim Nail says, even CGM which is cultivated or incepted by corporate marketing programs can have a positive effect on the brand, as long as it’s authentic.
Comments