SHOOT: Colin Daniels answers this question. Refer to the frame below for the answer. And when advertisers focus on quality, we'll see the overall standards of UGC shoot up.
A medium that avoids the disconnect consumers feel staring at TV screens or billboards, and champions two-way communication, is surely a medium marketers should support as they position their brands for an age where consumers move away from the passivity that used to be a hallmark of consumerism. - Herman Manson
A medium that avoids the disconnect consumers feel staring at TV screens or billboards, and champions two-way communication, is surely a medium marketers should support as they position their brands for an age where consumers move away from the passivity that used to be a hallmark of consumerism. - Herman Manson
Community is another key word online, and it has grown in importance with the dramatic uptake of social media networks, blogs and micro-blogs (such as Twitter, where messages are limited to 140 characters). BMW’s Facebook fan site has passed 7 000 and it uses YouTube and local video sharing site Zoopy to promote new TV commercials. Its YouTube video channel has enjoyed over 1.4 million views to date. The real value that local social networking and user generated content (UGC) sites provide is a niche which can deliver a targeted audience to an advertiser, says Colin Daniels, Publisher of TheTimes Online. “Advertisers and media planners need to shift their expectations when dealing with social networks and UGC sites and focus more on the quality they can deliver, rather than the quantity,” he says.
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