Consumer generated content is all the buzz, and rightfully so. Word of mouth is very powerful medium to spread "A" (not necessarily "your") marketing message, build community around a brand, and even attach a personality to an organization.

As marketers, we all see the value and try to embrace the power of the people in our marketing efforts, but every single time the topic comes up, someone expresses their paranoia about losing control of the message, comments, etc.
The rebuttal: They are already saying it whether you are involved or not.

The general theme I have going into 2007, is to take a bit of a chance (however measured and/or limited) and give up some control. Test the waters, let go a bit, and lets see what happens.

There is an article in Wired Magazine this month that is right on the money. Case Study: Chevy. Did they lose control? Was it damaging? Did they drive more traffic and sell more cars? Read for yourself, then lets discuss: Posted by: Andy at 9:41 PM  |  Permalink