By now, all brands should know control over their image isn’t entirely in their hands. Through blogs, discussion boards, social networks, and other forms of CGM (define), consumers can easily make their opinions heard and contribute to shaping how clients’ products and services are perceived. As my colleague and editor Rebecca Lieb points out in a recent column, “engaging in participation and dialogue is the way to earn” consumers’ respect. Hence the increasing popularity of campaigns in which marketers solicit ad materials from customers.
But sharing in this way begets the need to shield clients from negative feedback. It’s become ad agencies’ and media strategists’ responsibility to shelter them. How can this be effectively done? Is there any “safe” place for brands on the Web?
https://www.clickz.com/is-user-generated-advertising-safe/65768/
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