User-generated content (UGC—blog or forum comments, reviews, photos, videos, and tweets, to name a few) is one of the most powerful marketing tools today—more influential than any other media type (at least among millennials), according to research.
Recognizing the power of UGC, brands across the globe have implemented it into their marketing efforts. And although many brands have seen success, from Coca-Cola’s Facebook Fan Page to Starbucks’ White Cup Contest, many others have also seen the severely negative impact UGC can have.
The New England Patriots learned the hard way: Its well-meaning, one-millionth-follower Twitter campaign resulted in an auto-tweet of a racist slur that quickly went viral. And once something like that happens, the mistake will forever remain on the Web in blogs, news articles, and social media reposts…
Content Moderation: Who Needs It and How You Can Use UGC Successfully
