|This article needs additional citations for verification. (September 2014)|
User-generated content (UGC) is defined as "any form of content such as blogs, wikis, discussion forums, posts, chats, tweets, podcasting, pins, digital images, video, audio files, advertisements and other forms of media that was created by users of an online system or service, often made available via social media websites". It entered mainstream usage during 2005, having arisen in web publishing and new media content production circles. It is used for a wide range of applications, including problem processing, news, gossip and research and reflects the expansion of media production through new technologies that are accessible and affordable to the general public. Additionally, user-generated content may also employ a combination of open source, free software, and flexible licensing or related agreements to further reduce the barriers to collaboration, skill-building and discovery ("'UGC'") has also gained in popularity over the last decade, as more and more users have begun to flock to social media and "'content-based'" sharing sites.
UGC may constitute only a portion of a website. For example, there are sites where the majority of content is prepared by administrators, but numerous ancillary submissions are made by the site's users, such as product reviews or comments.
UGC may be monitored by website administrators to avoid offensive content or language, copyright infringement issues, or simply to determine if the content posted is relevant to the site's general theme.
There may be little or no barrier to the act of uploading user-generated content, such as memberships or fees. As a result, there are inordinate amounts of UGC that, in addition to creating a corporate asset, may also contain data that can be regarded as a liability. The University of Illinois concluded from its 2012 research that one-third of all UGC web reviews were fake, either with the purpose of boosting or denigrating a product.
User generated content has also been characterized as Citizen Media as opposed to the 'Packaged Goods Media' of the past century. Citizen Media is audience-generated feedback and news coverage. People give their reviews and share stories in the form of user-generated and user-uploaded audio and user-generated video. The former is a two-way process in contrast to the one-way distribution of the latter. Conversational or two-way media is a key characteristic of so-called Web 2.0 which encourages the publishing of one's own content and commenting on other people's.
The role of the passive audience therefore has shifted since the birth of New Media, and an ever-growing number of participatory users are taking advantage of the interactive opportunities, especially on the Internet to create independent content. Grassroots experimentation then generated an innovation in sounds, artists, techniques and associations with audiences which then are being used in mainstream media. The active, participatory and creative audience is prevailing today with relatively accessible media, tools and applications, and its culture is in turn affecting mass media corporations and global audiences.
- Publication requirement: While UGC could be made by a user and never published online or elsewhere, we focus here on the work that is published in some context, be it on a publicly accessible website or on a page on a social networking site only accessible to a select group of people (e.g., fellow university students). This is a useful way to exclude email, two-way instant messages and the like.
- Creative effort: Creative effort was put into creating the work or adapting existing works to construct a new one; i.e. users must add their own value to the work. UGC often also has a collaborative element to it, as is the case with websites which users can edit collaboratively. For example, merely copying a portion of a television show and posting it to an online video website (an activity frequently seen on the UGC sites) would not be considered UGC. If a user uploads his/her photographs, however, expresses his/her thoughts in a blog, or creates a new music video, this could be considered UGC. Yet the minimum amount of creative effort is hard to define and depends on the context.
- Creation outside of professional routines and practices: User generated content is generally created outside of professional routines and practices. It often does not have an institutional or a commercial market context. In extreme cases, UGC may be produced by non-professionals without the expectation of profit or remuneration. Motivating factors include: connecting with peers, achieving a certain level of fame, notoriety, or prestige, and the desire to express oneself.
Today, brands of all sizes are eager to jump into the UGC/social networking environment. But doing so blindly—without clear objectives in mind—can lead to an unsatisfying experience. Many companies may ask you to post your reviews or comments freely to their Facebook page. This could end up disastrous if a user makes a comment that steers people away from the product. As with any new environment, it’s important first to understand where you want to go and how you can get there before diving in.
Mere copy & paste or hyperlinking could also be seen as user generated self-expression. The action of linking to a work or copying a work could in itself motivate the creator, express the taste of the person linking or copying. Digg.com, StumbleUpon.com, and leaptag.com are good examples of where such linkage to work happens. The culmination of such linkages could very well identify the tastes of a person in the community and make that person unique
Adoption and recognition by mass media
The BBC set up a user generated content team as a pilot in April 2005 with 3 staff. In the wake of the 7 July 2005 London bombings and the Buncefield oil depot fire, the team was made permanent and was expanded, reflecting the arrival in the mainstream of the citizen journalist. After the Buncefield disaster the BBC received over 5,000 photos from viewers. The BBC does not normally pay for content generated by its viewers.
In 2006 CNN launched CNN iReport, a project designed to bring user generated news content to CNN. Its rival Fox News Channel launched its project to bring in user-generated news, similarly titled "uReport". This was typical of major television news organisations in 2005–2006, who realised, particularly in the wake of the London 7 July bombings, that citizen journalism could now become a significant part of broadcast news. Sky News, for example, regularly solicits for photographs and video from its viewers.
User-generated content was featured in Time magazine's 2006 Person of the Year, in which the person of the year was "you", meaning all of the people who contribute to user generated media such as YouTube and Wikipedia. The precursor to user-generated content uploaded on YouTube was America's Funniest Home Videos.
Motivation and incentives
While the benefit derived from user generated content for the content host is clear, the benefit to the contributor is less direct. There are various theories behind the motivation for contributing user generated content, ranging from altruistic , to social, to materialistic. Due to the high value of user generated content, many sites use incentives to encourage their generation. These incentives can be generally categorized into implicit incentives and explicit incentives.
- Implicit incentives: These incentives are not based on anything tangible. Social incentives are the most common form of implicit incentives. These incentives allow the user to feel good as an active member of the community. These can include relationship between users, such as Facebook’s friends, or Twitter’s followers. Social incentives also include the ability to connect users with others, as seen on the sites already mentioned as well as sites like YouTube, which allow users to share media from their lives with others. Other common social incentives are status, badges or levels within the site, something a user earns when they reach a certain level of participation which may or may not come with additional privileges. Yahoo! Answers is an example of this type of social incentive. Social incentives cost the host site very little and can catalyze vital growth; however, their very nature requires a sizable existing community before it can function.
- Explicit incentives: These incentives refer to tangible rewards. Examples include financial payment, entry into a contest, a voucher, a coupon, or frequent traveler miles. Direct explicit incentives are easily understandable by most and have immediate value regardless of the community size; sites such as the Canadian shopping platform Wishabi and Amazon Mechanical Turk both use this type of financial incentive in slightly different ways to encourage user participation. The drawback to explicit incentives is that they may cause the user to be subject to the overjustification effect, eventually believing the only reason for the participating is for the explicit incentive. This reduces the influence of the other form of social or altruistic motivation, making it increasingly costly for the content host to retain long-term contributors.
Three Overall Benefits of User-generated content: 1. Creates Engaging Site Experiences 2. Helps Brands Build Consumer Trust 3. Increases SEO & Traffic
There are many types of user-generated content: Internet forums, where people talk about different topics; blogs are services where users can post about many topics, the most important blog services are these: Blogger, Tumblr and WordPress.There are also wikis, where every anonymous user can edit and make changes as, for example, at Wikipedia or Wikia. Another type of user-generated content are social networking sites like Facebook, Twitter, Instagram or VK, where users interact with other people chatting, writing messages or posting images or links. Companies like YouTube are enticing a growing number of users to not only consume the content, but to create it as well.
Other types of this content are fanfiction like FanFiction.Net, imageboards; various works of art, as with deviantArt and Newgrounds; mobile photos and video sharing sites such as Picasa and Flickr; customer review sites; audio social networks such as SoundCloud; crowd funding, like Kickstarter; or crowdsourcing.
Video games have an additional form of user-generated content, namely mods. Some games come with level editor programs to aid in their creation. Most of these only appear in single-player games, but some multiplayer games also have them. A few massively multiplayer online role-playing games including Star Trek Online, Second Life, and EverQuest 2 have UGC systems integrated into the game itself.
A popular use of UGC involves collaboration between a brand and a user. For example, the "Elf Yourself" videos by Christmas Jib Jab that come back every year around Christmas. The Jib Jab website lets people use their photos of friends and family that they have uploaded to make a holiday video to share across the internet. You cut and paste the faces of the people in the pictures to animated dancing elves.
Some bargain hunting sites feature user-generated content, such as Dealsplus, Slickdeals, and FatWallet which allow users to post, discuss, and control which bargains get promoted within the community. Because of the dependency of social interaction, these sites fall into the category of social commerce.
In recent times, blogging capabilities are provided by news paper/magazine organizations for its citizens to contribute to ones website. These blog or UGCs are followed very religiously by readers. In case, these are regular blogs from regional or national celebrities, politicians, films stars etc. News papers and media websites are good source/platform for UGC.
The Pros and Cons of UGC
As the role of user-generated content becomes more relevant, it is important to understand the advantages and risks that come with it. Consumer integration and interaction is a great opportunity for any brand, but it is vital to make sure that every initiative and platform is well managed.
Voice: UGC is a powerful communication tool. It allows users to share their experience, thoughts and knowledge. In some areas UGC encourages and facilitates public debate and helps to resolve disputes in a democratic way. It allows companies to listen to their customers and understand their needs, any issues that affect their experience, which results in quality improvement.
Recourse: It gives the broadcaster access to unlimited content (from different sources and geographical regions). For companies it is easier and cheaper to collect many creative ideas worldwide. Instead of involving internal resources, UGC can receive feedback not just from experts around the world, but also with various technical backgrounds.
Authenticity: By outsourcing publicity to real customers, a brand can appear more legitimate in the eyes of a consumer. When customers express sincere opinions of a brand, whether it is organic (social networks) or through testimonial campaigns, they are sharing experiences and opinions that can’t be made up, which makes a brand feel authentic.
Personal Connection: UGC creates trust and loyalty between audience and broadcaster, strengthening their relationship. When communication efforts are more conversational by way of Facebook and Twitter, it gives the message a personal quality that is hard to capture with traditional advertising. In any situation, it is more comfortable to be “talked to” than to be “talked at”. From the other side the broadcaster learns more about his audience, its interests, experiences, needs, values, concerns.
Credibility and Bias: Sometimes it might be hard to check the reliability and accuracy of the material, as well as authenticity of users.There is no way of verifying whether a reviewer is biased. So it's up to the reader to decide which information they trust.
Openness and Honesty: Sometimes companies have no control over what an individual says in their reviews. Exposing your brand to honest customer opinion can create vulnerability. Allowing users to speak their mind will always yield a degree of negativity, and any attempt to censor that conversation can backfire.
Control: There is an issue of moderating UGC sites, as successfully using content created by customers requires around the clock supervision. Mismanagement can lead to false rumors and confusion, which can be devastating for any brand.
Legal Issues: It's hard to define who owns the content on user-generated sites: the host, the user who wrote the content or both. Intellectual property laws regarding the Internet have a long way to go on regulating this field. One other challenge is the moderating of content and ensuring that no abusive, dangerous or illegal content is revealed.
Wikipedia is one of the largest user generated content databases in the world. It is created by its users.
Tumblr is a good example of user-generated content because each page collects a group of “fans”. It’s why their marketing team makes a strong effort to bring their customers into the brand’s story, whether that means engaging with fans on social media or amplifying the images those fans take and tag by featuring them online.
Pinterest is another example of a site that thrives off of user-generated content. Users are able to share their own content or “pin” material from other websites or blogs, which is then organized into categories based on topic.
GoPro is a well-known brand under the extreme sports fans. The company produces camera equipment for the adrenaline junkies and invite its customers to submit their photos or videos that they have taken with the GoPro products.
Starbucks engaged fans launching a stunning White Cup Contest where fans were proposed to paint Starbucks’ white cups and submit their photos to social media using the hashtag #WhiteCupContest. As a result, the brand received wonderful visual content for its Facebook and Pinterest pages, and increased their social media reach.
Flickr is a site in which users are able to upload personal photos they have taken and label them in regards to their "motivation". Flickr not only hosts images but makes them publicly available for reuse and reuse with modification. It is entirely user-generated content.
Some of the other great examples of user-generated content are Belkin's "Lego iPhone Case", T-Mobile's "Breakup Letter", TEDxPortland's "What is Perfect?" campaigns.
New business models
The media companies of today are starting to realize that the users themselves can create plenty of material that is interesting to a broader audience and adjust their business models accordingly. Many young companies in the media industry, such as YouTube and Facebook, have foreseen the increasing demand of UGC, whereas the established, traditional media companies have taken longer to exploit these kinds of opportunities.
Big and small brands are attempting to lure customers and potential customers back to their websites with rich social experiences, like the photo- and video-sharing that has made networks like Vine and Instagram so popular. Realizing the demand for UGC is more about creating a “playing field” for the visitors rather than creating material for them to consume. A parallel development can be seen in the video game industry, where games such as World of Minecraft, The Sims and Second Life give the player a large amount of freedom so that essential parts of the games are actually built by the players themselves.
The term "user-generated content" has received some criticism. The criticism to date has addressed issues of fairness, quality, privacy, the sustainable availability of creative work and effort among legal issues namely related to intellectual property rights such as copyrights etc.
Some commentators assert that the term "user" implies an illusory or unproductive distinction between different kinds of "publishers", with the term "users" exclusively used to characterize publishers who operate on a much smaller scale than traditional mass-media outlets or who operate for free. Such classification is said to perpetuate an unfair distinction that some argue is diminishing because of the prevalence and affordability of the means of production and publication. A better response[according to whom?] might be to offer optional expressions that better capture the spirit and nature of such work, such as EGC, Entrepreneurial Generated Content (see external reference below).
Sometimes creative works made by individuals are lost because there are limited or no ways to precisely preserve creations when a UGC Web site service closes down. One example of such loss is the closing of the Disney massively multiplayer online game "VMK". VMK, like most games, has items that are traded from user to user. Many of these items are rare within the game. Users are able to use these items to create their own rooms, avatars and pin lanyard. This site shut down at 10 pm CDT on 21 May 2008. There are ways to preserve the essence, if not the entirety of such work through the users copying text and media to applications on their personal computers or recording live action or animated scenes using screen capture software, and then uploading elsewhere. Long before the Web, creative works were simply lost or went out of publication and disappeared from history unless individuals found ways to keep them in personal collections.
Another criticized aspect is the vast array of user-generated product and service reviews that can at times be misleading for consumer on the web. A study conducted at Cornell University found that an estimated 1 to 6 percent of positive user-generated online hotel reviews are fake.
Content creation will continue to grow, and content consumption driven by the growth of mobile devices and OTT video screens will grow as well. Which moves the challenges from creation to curation. Curation is the driving force that provides contextually relevant video content in channelized environment. And for brands looking for a way to contextualize and validate their native video content creation, the emergence of Native Channels can’t come soon enough.
The ability for services to accept user-generated content opens up a number of legal concerns: depending on local laws, the operator of a service may be liable for the actions of its users. In the United States, the "Section 230" exemptions of the Communications Decency Act state that "no provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider." This clause effectively provides a general immunity for websites that host user-generated content that is defamatory, deceptive or otherwise harmful, even if the operator knows that the third-party content is harmful and refuses to take it down. An exception to this general rule may exist if a website promises to take down the content and then fails to do so.
Copyright laws also play a factor in relation to user-generated content, as users may use such services to upload works—particularly videos—that they do not have the sufficient rights to distribute. In many cases, the use of these materials may be covered by local "fair use" laws, especially if the use of the material submitted is transformative. Local laws also vary on who is liable for any resulting copyright infringements caused by user-generated content; in the United States, the Online Copyright Infringement Liability Limitation Act (OCILLA)—a portion of the Digital Millennium Copyright Act (DMCA), dictates safe harbor provisions for "online service providers" as defined under the act, which grants immunity from secondary liability for the copyright-infringing actions of its users. However, to qualify for the safe harbors, the service must promptly remove access to alleged infringing materials upon the receipt of a notice from a copyright holder or registered agent, and the service provider must not have actual knowledge that their service is being used for infringing activities. The European Union's approach is horizontal by nature, which means that civil and criminal liability issues are addressed under the Electronic Commerce Directive. Section 4 deals with liability of the ISP while conducting "mere conduit" services, caching and web hosting services.
An study from York University in Ontario in 2012 conducted a research that resulted in a proposed framework for comparing brand-related UGC and to understand how the strategy used by a company could influence the brand sentiment across different social media channels.
- Chua, Tat-Seng; Juanzi, Li; Moens, Marie-Francine (2014). Mining user generated content. Chapman and Hall/CRC. p. 7. ISBN 9781466557406.
- Chua, Tat-Seng; Li, Juanzi; Moens, Marie-Francine (2014). Mining user generated content. Chapman and Hall/CRC. p. 7. ISBN 9781466557406.
- Schivinski, Bruno; Dąbrowski, D. (2014). "The Effect of Social-Media Communication on Consumer Perceptions of Brands". Journal of Marketing Communications: 2–19. doi:10.1080/13527266.2013.871323.
- Robert Goldstone & James Gill (31 December 2008). "Web Site Operators & Liability for UGC – Facing up to Reality?". Society for Computers and Law. Retrieved 3 April 2010.
- Scott, Veronica (30 March 2010). "Riding the Web 2.0 wave – limiting liability for user generated content". MinterEllison Lawyers. Retrieved 3 April 2010.
- Mukherjee, Arjun; Liu, Bing; Glance, Natalie. "Spotting Fake Reviewer Groups in Consumer Reviews" (PDF). Retrieved January 31, 2015.
- "Bad reputation: blackmail, corruption plague online reviews". The Sydney Morning Herald. Retrieved 31 January 2015.
- Liu, Bing (2008). "Opinion Spam Detection: Detecting Fake Reviews and Reviewers". Retrieved January 31, 2015.
- John Battelle (5 December 2006). "Packaged Goods Media vs. Conversational Media, Part One (Updated)". Retrieved 2011-08-23.
- pavlik, John (2014). Converging Media (4 ed.). Oxford University Press. p. 20. ISBN 9780199342303.
- UGCprinciples.com. "Principles for User Generated Content Principles". UGCprinciples.com.
- Jenkins, Henry (SODA), "Convergence Culture", New York University Press, New York
- IAB. "IAB Status Platform Report" (PDF). IAB.NET.
- Douglas, Torin (4 July 2006). "How 7/7 'democratised' the media". BBC News. Retrieved 25 November 2014.
- Lev Grossman (13 December 2006). "You — Yes, You — Are TIME's Person of the Year". Time. Retrieved 2012-12-20.
- Pavlik, John (2014). Converging Media (4 ed.). New York, New York: Oxford University Press. p. 140. ISBN 9780199342303.
- Toluna:"Mixing Financial, Social and Fun Incentives for Social Voting" (PDF). Retrieved 3 March 2010.
- wisdump:"The Overjustification Effect and User Generated Content". Retrieved 3 March 2010.
- Jagneaux, David (18 Aug 2014). "The 5 Best User Generated Content Systems in MMOs". MMORPG.com. Cyber Creations Inc. Retrieved 19 Aug 2014.
- Marrs, Megan. "UGC 101:". wordstream. Megan Marrs. Retrieved 2014-11-24.
- "Pros and Cons of User-Generated Contentbrand salsa". www.brandsalsa.com. Retrieved 2015-10-11.
- "Tumblr". Tumblr. 2015-03-25. Retrieved 2015-03-25.
- Shirky, Clay (2008). Here Comes Everybody. The Penguin Press. p. 46.
- Shirky, Clay (2008). Here Comes Everybody. The Penguin Press. p. 35.
- Horan, Colleen. "5 Steps to Boosting Website Traffic with User Generated Content". jeffbullas.com. Retrieved 24 November 2014.
- Lukyanenko, Roman; Parsons, Jeffrey; Wiersma, Yolanda (2014). "The IQ of the Crowd: Understanding and Improving Information Quality in Structured User-Generated Content". Information Systems Research 25 (4): 669–689.
- Kiss, Jemima (3 January 2007). "Guardian Unlimited website: The trouble with user generated content". The Guardian (London). Retrieved 2007-02-10.
- White, Martha C. (April 7, 2014). "Be Wary of Awesome and Scathing Online Reviews". NBC NEWS. Retrieved 25 November 2014.
- Rosenbaum, Steven. "User-Generated Content is Dead As Video Evolves". forbes.com. Retrieved 24 November 2014.
- "Is 'go away' the best response to complaints about user-generated content?". Computerworld. 23 July 2010. Retrieved 22 July 2014.
- "Fair Use Principles for User Generated Video Content". Electronic Frontier Foundation. Retrieved 22 July 2014.
- "Is YouTube's three-strike rule fair to users?". BBC News (London). May 21, 2010. Retrieved February 5, 2012.
- Anderson, Nate (10 November 2011). "Why the feds smashed Megaupload". Ars Technica. Retrieved 22 January 2012.
- "Online Intermediaries and Liability for Copyright Infringement" (PDF). WIPO. Retrieved 22 July 2014.
- Smith, Andrew; Fischer, Eileen; Yongjian, Chen (2012). "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?". Journal of Interactive Marketing. doi:10.1016/j.intmar.2012.01.002.
- OECD study on the Participative Web: User Generated Content
- A Bigger Bang an overview of the UGC trend on the Web in 2006
- Packaged Goods Media vs. Conversational Media a comparison of UGC and professional/corporate media