Social media 'offers much marketing potential'
Web 2.0
28 August 2008
Marketers can gain much from harnessing the power of user-generated content (UGC) to increase their company's online profile, it has been claimed.
Chris Davies, digital marketing manager at British Airways, told E-consultancy in an interview that businesses aiming for enhanced brand awareness online would do well to consider UGC.
He said that the channel allows marketers to "fish where the fish are", although he noted that UGC is not particularly beneficial for those simply wanting to see higher financial gains.
This echoes recent comments made by David Schatsky of JupiterResearch, who explained that social media is best used for the purpose of increasing brand awareness rather than growing direct sales.
Mr Davies also advised marketers to carefully consider whether they should move into social media.
"Most UGC site users are wary of big brands coming into what they consider to be 'their space'. But if you are giving them something that helps them, some sort of social currency, then they'll likely thank you for it," he remarked.
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