Advisor_09/16/08_Quote

“Remember the term ‘information superhighway’? Today you will find that highway is starting to be littered with user-generated content that’s not very helpful to consumers. As companies experiment with social networks and different forms of UGC, the online experience can become very confusing — and distracting — for the average consumer who has a task to accomplish. In response, smart marketers are taking a step back and looking at how they can normalize and structure UGC to be more helpful to the large majority of online shoppers — and find the best ways to amplify this content in their advertising efforts.”