Brands know that users share content. In fact, users create and share original content more than any other time in the history of civilization. And, brands understand that there’s an opportunity to surface and collect content related to the brand experiences. Yet, brands have not yet harnessed this behavioral trend at any meaningful scale. Some of the difficulties are related to legal ambiguities. And there is just so much “stuff” out there; it can be hard to know where to begin.
In response to this opportunity, marketers have created tools to help brands sort through the clutter. And, we’ll soon reach the tipping point in which it is not the exception, but the rule, that brands leverage user-generated content (UGC) as a key content source within their strategy.
Here is a quick roundup of some of the tools in the space that are designed to surface and filter the best of user-generated content for brands: Continue reading