In the April 24th edition of the New York Times, Bob Tedeshi wrote about ecommerce companies trying to embrace Wiki style reviews. This is another flavor of consumer generated media. As stated earlier with CGM, it’s imperative that symbolic identity and brand are managed.
What I know is…the continued duality of fragmented and converging channels of communication require more disciplined brand management.
I covered this topic last month with the Chevy Tahoe contest. http://www.sanctioningagent.com/blog/2006/04/chevy-tahoe-consumer-generated-media.html
Takeaways:
1. CGM is not inherently good or bad.
2. Position or be positioned…with the speed of the net, make sure you’re managing your story and that it’s grounded with tangible reality links.
3. Me too is not a brand strategy.
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