Inside the user-generated content revolution

Summary:Some critics (such as ZDNet blogger Andrew Keen, author of "Cult of the Amateur") dismiss user-generated content as mostly amateurish crap. It's also rife with licensing issues.

Some critics (such as ZDNet blogger Andrew Keen, author of "Cult of the Amateur") dismiss user-generated content as mostly amateurish crap. It's also rife with licensing issues. But marketers and advertisers are exploring various business models to embrace the content of the crowd and generate revenue. These include product placement, sponsorships and contests. In this video, Andrew, myself and Charlene Li, principal analyst at Forrester research discuss the case for user-generated content, and we have examples of some successful "usergen" marketing campaigns.


Topics: Tech Industry

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