This article explores the simple steps needed in order to build up a brand. The article introduces how important user generated content (UCG) has become as about 70% of consumers have more reliance on recommendations of friends and family rather than professionally written reviews which show the vitality of UCG for companies.
The three points to build up a brand are create opportunities for engagement, look for brand ambassadors and focus on peer recommendations. The article gives many examples of firms that have flourished through using these 3 points such as Owow chocolate which focused on social media more than selling at the beginning which led to the company being very successful.
In my opinion, I believe that UGC is a very important aspect in media today as it allows expression to be seen by a worldwide audience. It also allows society to get a "real" opinion on products and situations as UGC is created by someone who has no gain in comparison to professionals.
I also feel that companies do not have much control over UGC as with today's technology, people have the ability to find many different alternatives in order to voice out their opinions.
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