We’ve all learned by now – or certainly should have - that communication is a two-way street. The former audience is no longer content to passively absorb your stuff; instead, people want to interact, have their say, be involved. And so it’s almost a knee-jerk reaction to include ‘user-generated content’ when developing a project. But is it always appropriate? Is UGC means to an end or an end in itself? Perhaps it’s time for a reality check. If and when it IS smart to incorporate UGC in the mix, what are the best tools, how do you best use them, and how do you balance the integrity of your projects when everybody’s a participant and a critic? http://blethermedia.com

2. we like to talk

3. we like to talk back xkcd.com

4. and you can’t stop us

5. two-way traffic

6. if you make friends…

7. friends become fans…

8. and fans become evangelists

10. plenty of tools

11. but it’s not about the tools

12. it’s about relationships

13. is this part of your mix? hmm…

14. media does ugc because it must

15. not because it wants to

16. it really doesn’t

17. do you?

18. sometimes ugc IS the project

19. incentive + tools

20. incentive + tools

21. = engagement

22. incentive + tools

23. incentive + tools

24. but sometimes it’s just daft

25. so, you need a ugc strategy

26. 1 - manage the risks

27. does anyone care?

28. does anyone like you?

29. you can’t control the message

30. really, you can’t

31. you can try… … but you can’t

32. so they’d better like you!

33. 2 - engage, encourage, ignore?

34. style mile

35. hmm…

36. oh dear

37. but… better in than out

38. 3 – you need policies

39. 4 - and an objective

40. 5 - and resources

41. 6 - and the right tools

42. 7 – and the right approach

43. 8 – and an roi

44. or else (at best)

45. make it easy

46. make it fun

47. we love feeling special

48. we’re suckers for a gimmick

49. we appreciate added value

50. track everything…

51. and engage

52. er, engage!

53. that’s better

55. and remember to ask…

56. and answer…

57. what’s in it for them?