How to Respond to Consumer Generated Media
Consumer Generated Media (CGM) is the new term for describing media that individual consumers create on their own with a near-professional quality. Tiger Woods' miracle shot at the Masters has already prompted several homegrown Nike commercials while a micro-industry has sprung up in recent months around enthusiasts who offer their own NPR-like audio diaries for free download to an iPod or similar digital audio device.
According to Dr. Vipul Gupta of St. Joseph University's Haub School of Business, there are three ways companies can respond to CGM (ranked in order from worst to best tactic)
WORST: Sue for saying things the company doesn't like
BETTER: Track it and monitor it
BEST: Initiate it themselves
THE LESSON:
The amount of CGM will soon rival the amount of traditional media. Tracking and monitoring is only the first step; you must begin to engage with it.
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Vipul Gupta presentation on CGM at the International Conference on Cognitive Systems:
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