User generated content (UGC) refers to various kinds of media produced by consumers rather than companies. It includes things like blogs, videos, reviews, and social media posts. UGC is growing quickly as technology lowers barriers to creation and sharing. It can drive brand engagement by empowering consumers to participate in product design and provide feedback. However, companies must ensure UGC remains authentic to build trust and avoid potential backlash. The key is finding areas of mutual interest where the brand and consumers can have a genuine dialogue.

2. User Generated Content Tapping into your Audience

8. Brand Democratization: Blog Power

10. Citizen Journalism

11. Citizen Journalism

12. Citizen Journalism

17. 2. UGC is Not a New Idea Pre-Web Betty Crocker Recipe Contests 1990 America’s Funniest Videos 1997 Panasonic Toughbook: How Did Your Notebook Die? 1980s UseNet 2001 Blogs

20. UGC Consumption in the US Source : eMarketer , June 2007 75M 101M

22. UGC Participation Source: Forrester’s North American Consumer Technology Adoption Study

26. B2B: Architectural Record

27. B2B: Architectural Record

28. B2B: Architectural Record

31. Panasonic Share The Air

32. Panasonic Share The Air

33. Panasonic Share The Air

39. 6. UGC Reviews Can Drive Sales

50. Empowerment: Threadless T-Shirts

51. Research: Dell IdeaStorm