7 Min Marketing With Pam Didner

Jim posted a question: User-generated Content (UGC) is becoming part of every brand. How should a marketer approach the challenge of UGC in various languages? To use UGC or not to use UGC is a corporate policy discussion. The legal team will request you to get permission from the user to use it. So, you need to track down who owns the content. Then, the marketing team might say that the user-generated content doesn’t align with the corporate brand guideline, then you probably can’t use it. However, your social media team will probably say ‘OMG, this is great’ and want to move forward quickly. There is a lot to sort out between various stakeholders before you can use UGC. This is especially true in enterprises. Many companies decide not to use UGC because the hassles that they have to go through. There is another reason why enterprises are not keen using UGC, they are concerned to dilute the brand, or they can lose control quickly. Think about it. If you allow one country to use UGC, then, every country can do