Big brands such as Coca-Cola, Zappos and Chevron are asking their fans to create promotional content such as user reviews and crowdsourced advertising campaigns. That's a smart way to tap into, guide and amplify online chatter about their brand, writes Ekaterina Walter. "Instead of looking at online review sites and other social sharing tools as enemies of your business, why not find ways to engage customers in creating your marketing content for you?" she asks.
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