From Facebook to retail sites, user generated content (UGC) is dominating the Internet. UGC is text published by individuals, often in the form of comments, videos, and pictures. One of the best examples of UGC is YouTube, the video site made almost entirely of content that users submit.
UGC is on the rise because it facilitates transparency and gives the individual more control. More people are able to participate in what is being seen, whether they’re participating by producing their content for others, by holding the original content accountable, or simply by browsing the content and responses by other users. For companies, this level of transparency and the lack of control can be intimidating, but if managed appropriately, they can be tools to improve the customer’s perceptions and facilitate the success of a website.