How user-generated content can help with brand-building

03/29/2009 | Advertising Age (tiered subscription model)

Marketers trying to reach consumers via user-generated media should look beyond counting clicks and use blogs, wikis and social networks for so-called "broadcast" brand building, according to Wikipedia founder Jimmy Wales and entrepreneur Andrea Weckerle. "What has changed -- and must be embraced -- is the explosion of UGC venues companies have for conducting that crucial brand-building," they write.

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