Crowdsourcing: Crowd control

Crowdsourced, consumer-created content can drive perception of a brand as content is shared so quickly and widely.

Crowdsourcing: Crowd control

Britt BullaJack Morton Worldwide

Crowdsourcing consumer-created content shouldn't mean negative loss of control of your brand. It is up to brands to deliver an experience that elicits a positive social response.

There has been a lot of talk about companies losing control of their brands – being unable to control what their brand stands for, how it is perceived, and the conversations around it. We've heard that the ubiquity of information, the power and authority of social networks has tipped 'control' over to the consumer.

Search engines and personal networks have become more effective at filtering...

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