I want to look a little bit about user generated content (UGC) and the “digital revolution”. When I began attending film school in 2004 there seemed to be a non-stop barrage about the digital revolution, and how it changing the way that content is created, viewed, and shared. Endless debates about whether or not digital formats, and easy access to equipment would be responsible for the deaths of film, music, photography, and graphic design among other traditional forms of media. These arguments have been happening for as long as new technology and tools are adopted, and they will continue in perpetuity. Many of the questions and comments that were brought up in those debated have really simple answers though. Being involved in an industry that adopts new forms of technology and information sharing at an astounding rate means that the adage of adapt or die is painfully true. Those that can move with the fast pace of technology and communication will find success where most people that can’t or aren’t willing to adapt will find only failure.
With widespread adoption of digital content creation, and the advancement of the internet due to mobile devices UGC is an interesting problem to try and solve. On one hand you want your audience, and consumers to be invested enough in your projects or products that they feel they can communicate their wants and needs, but on the other hand you lose some control over your product, or project by letting the user dictate the conversations. Many companies use
communities, which are often (not always) hollow shells, that users can submit commentary, questions, and content too, which will give them a sense of ownership. I would need to do some pretty deep research to see how much of a placebo affect communities actually are. Smart companies and producers know how to leverage their communities’ involvement to drive conversations in the direction they want while actually communicating with their consumer or adapting their content to the needs/wants of the community.
Let me clarify something, by consumer I mean the people that are reading, engaging with, or sharing content that is produced by you. I don’t mean that they are purchasing something from you or your projects, but that they are consuming content created by you.
Looking at video and photo as an example, there is a high degree of technical savvy that is being shown by average consumers. The technology has advanced enough that decent photos and videos are produced by people that have had no formal training, and only the most rudimentary of technological skills. This means that as content curators we have to cull through a phenomenal amount of data sometimes, and this is not always to our advantage, to look for valuable contributions in a “noisy” environment can be a large challenge, but the value of consumers being able to use digital tools to tell their stories, ask their questions, or make themselves heard is invaluable…but only if you strategically use it.
Strategically using content from consumers, and understanding how and what to communicate is the key to active participation and collaboration. Conversations that are happening online, or in the real world can help you drive and focus the content you create. Learning how to anticipate the shifts from active and passive states that your consumers will exhibit, particularly if they are engaged in your product/projects will lead to a higher percentage of success, though success is a relative term, what one persons metric for success is, could vary wildly from your own.
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