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Wikis, blogs, comments, questions, reviews, and discussions are threaded throughout the Web, and not just on the usual suspects dedicated to community building and networking. This growth of collaboration and participation is typically included in definitions of "Web 2.0" and is the reason why Time magazine declared you, the user, the person of the year in 2006. It is not surprising that executives and web teams everywhere are now wondering: do I need user-generated content on my site?

While LinkedIn, Flickr, and Facebook are popular today, this article does not focus on sites dedicated to providing frameworks for professional networking or social communities. Blogs authored by the site’s owner are also not considered "user-generated" for the purposes of this article. However, this evolution to a participatory Web has permanently changed users' expectations of what they should be able to do online. According to the Pew Internet and American Life Project, over 35% of adult Internet users in the U.S. have created content online [1], while a Deloitte & Touche commissioned survey indicated that 51% of respondents consume content created by others [2]. How does this change apply to your organization's website?

When evaluating these trends, it is useful to consider the various forms of user-generated content (UGC) employed by organizations to meet their web goals.

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Travel and Consumer Sites

Product reviews and ratings contributed by consumers are a very common form of UGC on e-commerce sites. Over 25 million consumers share reviews online and have come to expect this functionality on larger sites [3]. Users perceive reviews from other customers as being more objective and trustworthy than information provided by marketers, resulting in increased loyalty and higher conversion rates. Online retailers are very aware of this trend, 80% of which "rank ratings and reviews as a high or medium priority for investment" [4].

• Example: A consumer shopping online for bedding faces decisions on brand, color, thread count, and price, and may become overwhelmed by options. Looking at a cotton sheet set on Overstock.com, he would find that of 2056 customers who made that purchase, 80% would recommend it [5]. That so many people were satisfied with the product is a compelling reason to complete the purchase. Traditional marketing efforts could not have captured the diversity of opinion or objectivity that ultimately closes this sale.
• Example: Thousands of websites have recipes, but Conde Nast leverages UGC to attract users to their website Epicurious.com, keep their attention for longer, and encourage return visits. BonAppetit and Gourmet contribute extensive and impressive content to Epicurious.com, but users provide yet another layer of valuable and compelling content, rating recipes with the "fork" system and submitting reviews with tips and suggested changes. Tapping into the collective knowledge of millions of people ensures that Epicurious.com’s recipes are first-rate and fosters community around a shared interest, creating a loyal audience that bolsters advertising revenue both online and off.

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Corporate Sites

Websites used for communications or marketing typically contain content that has been carefully crafted to align with the organization's messaging and demonstrate authority. Few corporate websites integrate UGC that is produced outside of the organization. A blog written by the CEO may be interesting, but it is still written by an insider. When organizations do allow visitors to post comments in response to blogs or articles on their sites, they find that well-formed responses provide additional detail and depth which can increase the perceived value of the content. UGC can also be employed strategically on corporate sites to gather input on a product or service.

• Example: GM's FastLane Blog engages visitors about their products and the issues surrounding them, such as this entry about their 2008 Vue Green Line hybrid SUV. While this content is not integrated into the official Saturn website about the product, it does allow consumers to share opinions in a public forum.
• Example: Visitors to Apple.com cannot submit reviews on the iPod nano product page, but can join a discussion in the Support section of the site to reach out to other nano-owners. Apple representatives can follow the discussion and use the feedback to improve their product in the future. Allowing consumers to connect and learn from shared experience, even if not always positive, may be perceived by users as a sign of goodwill and foster trust in the brand.

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Association, Advocacy, and Community Sites

Political, non-profit, foundation, and association websites strive to build community and raise funds. UGC can be used to generate a buzz among current members while allowing prospective members and donors to preview the activity, compelling them to participate, as well.

• Example: On the Hillary for President website, visitors can connect with other supporters by starting their own blog, joining a group, and uploading their campaign photos. By connecting supporters from around the country through the website, a sense of community and loyalty can be nurtured. Additionally, a diverse set of UGC authors are improving the site's content and contributing local opinions that website managers could never fully capture.
• Example: One way that non-profits use UGC to increase site participation and build understanding around a cause is to allow visitors to share a personal story on the website. This golden retriever rescue publishes personal accounts to put faces to their cause, build community, and as a result, generate donations.

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Government Sites

Much like corporate sites, government sites strive to maintain an official, authoritative image. Government websites may be slower to integrate UGC, but it can be effective in breaking down the communication barriers between them and the public. Some government organizations maintain blogs on separate sites and allow visitors to post comments and questions there, instead of on the main site.

• Example: From May 22nd to June 27th, 2007 the Department of Health and Human Services hosted The Pandemic Flu Leadership Blog in conjunction with a one day conference on June 13th as "an opportunity to have an open conversation and shape the thinking about how to communicate the critical need for preparedness at home and within workplaces and communities." A range of qualified leaders in the field contributed, and the public was welcome to comment. Secretary Micheal O. Leavitt noted, "This is the first time I have participated in a blog like this one. It has created an appetite for more. Citizens want to hear from their government leaders and there is value in government leaders hearing from citizens."
• Example: Officials at the state level also write blogs and solicit comments from the public. The Louisiana House of Representatives covers issues important to constituents on their blog, In the Loop (Legislative Open Outreach to the Public). While the informal format is approachable and readers are invited to comment, surprisingly few have. Regardless of the current level of participation, allowing for feedback through UGC presents the legislature as one that is open for community feedback and can potentially satisfy a citizen’s need to be heard.

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Intranet and Extranet Sites

Because these sites are built specifically for members or employees, participants feel an even greater sense of ownership over its content and expect to be able to contribute. UGC fulfills that need and is often a very active component of a site, since the audiences are more willing to spend time contributing content.

• Example: In order to combat any rumors of bankruptcy and degradation of the company brand, Ford Motor Company created a public Extranet that allowed the general public to view internal communication on organizational changes and employee retraining. The website Ford Bold Moves featured customers' responses to the internal communication and helped Ford to understand customers' reactions and needs.
• Example: An employee Intranet is most often used as a tool to facilitate communication across an organization. By allowing employees to contribute to the Intranet with UGC, employers have the opportunity to ensure accuracy of the content, gain additional information, and express the organization’s culture through the breadth of experiences and interests of the employees. Sprint/Nextel’s Customer Care division uses UGC to resolve timely customer issues by documenting and sharing issues with agents and product managers on their Intranet.

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Potential Benefits

You may have heard that "content is king" on the Web. Effective UGC implementations can add richness to your web content and value to your site.

• Do you need your site to appear more active without hiring a team of editors? Allowing your users to contribute may provide more content than your staff can create.
• Add depth and breadth by allowing users to provide additional details or insight that your internal staff may not have considered.
• Improve your search rankings. Users may include additional key words and phrases that help with search engine marketing (SEM or SEO).

Consider how UGC can help meet other strategic goals online

• Need to gather feedback from your customers? Look to your users for ideas on new products or feedback on existing ones; they are usually very willing to share personal experiences with you and other customers.
• Do you want to increase your visitors’ engagement with your website? Consider creating a place for your customers or members to interact online. You can facilitate community-building and increase loyalty to your organization.
• Break down the communication barriers between the organization and the public.
• Increase conversion rates on sales with product reviews.

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Mitigating Risks

Search the phrase "user-generated content" and you will find plenty of articles discussing the risks of allowing UGC on your site. When allowing visitors to post to your site, consider their motivations – whether self-expression, a connection with others, economic gain, or notoriety. Negative comments can be harmful to a brand, and misinformation on an Intranet can mislead employees. Nonetheless, as user expectations and behaviors evolve, you may decide to take on those risks. Here are some ways to proceed with caution.

• Moderation: Depending on the level of activity on your site, you may be able to monitor submissions and remove inappropriate content. High traffic sites often allow users to moderate one another through a "report abuse" link. Strategies for moderation need to carefully balance the goals of the user with the goals of the organization, because users will become discouraged if they suspect that your open forum really isn’t open. "In effect, user-generated content with an overly restrictive approval process will simply become another form of engineered content" [6].
• Relegation: As demonstrated with the corporate and government examples above, many organizations want to leverage the power of UGC but in separate forums. You might create a distinct website that provides a less formal forum for engaging your users.
• Participation: Use negative posts as opportunities to create a dialogue with your users. Let them know that a real person inside the organization sympathizes with their frustrations and takes them seriously.
• Registration: Many sites require some type of registration (creating an account) and authentication (signing in) before allowing users to submit content. Sites like Amazon.com, Target.com, and WashingtonPost.com all require visitors to sign in before posting reviews, likely as an effort to reduce fake submissions. While there is no way to completely eliminate fake submissions, and an arduous registration may deter legitimate users, it is more likely that serious visitors will take the time to register. Orbitz.com took this one step further, only inviting users that recently visited a hotel to submit a review.
• Design: UGC does not have to be the main focus of your site. Comments from blog visitors are typically hidden behind a link: "Comments (8)". You can also design for situations where no one has posted any content yet, not drawing attention that the site is not active.

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Conclusion

We understand first-hand that adding UGC to a site is a difficult decision, one that we help our clients navigate, and a topic that we have debated in reference to our own site. Nonetheless, we are all in agreement that users expect a participatory Web, and if they cannot comment directly on your website, be aware that they may seek out another forum for discussing your product, service, or content.

The benefits of UGC are significant, and there are ways to manage the risks so that user feedback contributes more than it detracts. UGC will not go away -- it will continue to evolve on the Web, and when integrated appropriately can help reach audiences and drive value on your site.

Resources and References

[1] http://www.pewinternet.org/PPF/r/76/presentation_display.asp
[2] http://www.deloitte.com/dtt/article/0,1002,sid%253D2205%2526cid%253D156096,00.html
[3] http://www.emarketer.com/Reports/All/Emarketer_2000419.aspx?src=report_head_info_sitesearch
[4] http://www.e-consultancy.com/publications/social-commerce-report-2007/
[5] Number as of January 2008
[6] http://www.intranetjournal.com/articles/200604/ij_04_26_06a.html
[7] http://www.oecd.org/dataoecd/57/14/38393115.pdf

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