UGC on UGC
Jeff Jarvis at Buzz machine riffed on Jean-Marie Dru, worldwide chief executive of TBWA Chiat Day commnets on user-generated content:
Make those words the epitaph for him and his business: ” don’t think you can have consumers telling you what you should do.” That is precisely what you should do.
However the crwod in the comments reply:
In the end, it seems to me, one must strike a balance between crowd-sourcing and UGC with the output of creative professionals. An increasing use of creativity is channeled into designing better and more thoughtful ways of crowd-sourcing and interacting with publics. However, as you assert, control of the message—in the way Ms. Dru appears nostalgic for—has already been transferred to the consumer.I don’t think he’s saying don’t listen to the consumer. I think he’s saying the best ideas aren’t designed by committee, be they a committee of ad types or a committee of consumers.
It’s like the old magazine rule. You don’t design and create a magazine from focus groups, but you can test whether your magazine is working by testing it with focus groups.
Interesting
