I’ve heard it a thousand times – companies are afraid to add user-generated content to their sites. They’re afraid people will say negative things, that writers will go off-topic, or that, somehow, letting people contribute will hurt sales.
But there’s a big difference between “anyone can say anything on a site” and your “voice of the customer.” For example, anyone can say anything – no matter how profane, untrue, or damaging – on Facebook, Twitter, or YouTube. If your brand is referenced there, you have no control over what is said.
In the past five years, we’ve seen hundreds of brands overcome their fears of user-generated content. If you – or your management team – still fears user-generated content, here are some key principles to remember.