Consumer generated content -- a new wave

The creation of consumer generated content, as well as its popularity is taking off. LeeAnn Prescott of Hitwise recently reported on the how the popularity of social networking, wikipedia, tagging sites such as Flikr and Deli.cio.us, video sites such as YouTube and blogs in general allow users to find, tag and post content like they never have before. Marketers beware, however! Insulting the intelligence of these communities could backfire.  Coke's Zero product learned the hard way. Adrants and many other blogs have attacked their attempt to fool consumers into thinking that the blog was legit. Coke eventually came clean and posted its logo on the site, but what a waste of time!

When it comes down to it, honesty is the best policy.  A recent study from a board member of WOMMA even suggests that consumers may be willing to engage in legitimate conversations with brands. I'm honoring the authors request to link to a page where you can download the report after registering.

- Paul Herring