Creator or consumer? Or both? Or something else?

Paul Verna has published an insightful article at eMarketer looking at user-generated content online. He says it’s important to understand what makes up content creation and consumption, as well as “appreciat(ing) the complexities of the content ecosystem, which means looking at gray areas between creation and consumption.

Forrester Research has broken down the user-generated content universe into several categories of users:

  • Creators
  • Critics
  • Collectors
  • Joiners
  • Spectators
  • Inactives

 

Verna asks: “Do critics and collectors create content by generating reviews, comments and lists, or are they simply reacting to content posted by others? Are joiners actually part of a content exchange if their main interest in social media is to use online networks for interaction and communication?

“These are the kinds of questions marketers should be asking as they dive into social media. The better marketers understand the habits of the various groups that make up the content spectrum, the better they will be able to use social media to further their campaigns.”

He writes that marketers need to ”accept a fluid exchange of marketing information across multiple media…. marketers must be prepared to share control with their customers and prospects…. (and) encourage and empower their customers to post feedback, even if those efforts put the marketer’s product in a harsh light. And it means marketers should tailor their campaigns to people who fall into gray areas along the user-generated content spectrum.

He concludes that ”rules that worked in previous generations need to be refreshed, and in some cases completely rewritten.”

 

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Posted on Friday, February 20th, 2009 at 12:22 pm under Marketing, Technology, Video, e-marketing, social media.

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