User generated content: earn money or reward readers by publishing their name?

Consumer or user generated content was a hype the last 12 months. It was considered the new thing in journalism, opened-up new ways to have readers and viewers participate in media and to get access to information close to consumers. However Ohmynews.com or NowPublic.com, the best known user-written publications, are not yet earning money by using consumers providing the news. One might question whether the motivation of readers or viewers of seeing their names in the press is a guarantee for interesting, credible and relevant news. There is quite some research that confirms that Internet news is not perceived as trustworthy as printed news, and consumer generated news might just prove this point. BlueLithium - a research branch of Yahoo - concluded on the basis of 1.7 billion impressions from 716 ads that although the cost-per-conversion was lower for ads placed on user generated sites the conversion level on non-user generated sites was 32% higher. These figures also prove the point of the importance of branded conten.
Newspapers are looking at smarter ways to use consumers as a source of information. I read about the Guardian that is looking for experts among the readers as they know that somewhere on the Internet somebody can provide answers. This might be very helpful for example for travel advice. TED, a Dutch multi-media platform for youngsters - offers a mix of user generated content and journalist content for their free newspaper, interactive online platform and TV channel. The free newspaper has a total circulation of 150.000 and is distributed via "ambassadors" at schools. TED uses the interactivity with readers to the benefit of advertisers who want test new products in TED lab. The largest Dutch newspaper De Telegraaf uses a very different model, it set up a dedicated website for local news, opinions and emotions provided by readers. The site WUZ.nl is a continuation of the readers letters item in the printed newspaper. Access to local news is extremely easy: just type in the postal code. Although an interesting initiative this might also fall short in attracting enough readers and advertisers to make it profitable.

News a la minute

We were traveling in England this weekend and while watching the BBC news we experienced the growing importance of consumer generated content. The news had an item on the evacuation of several Tesco shops in Britain. However the BBC didn't know a great deal about what was going on. Viewers were invited to email what they had seen at the Tesco shops. Within 20 minutes the newsreaders could report on details of 5 Tesco shops, including time, reasons for evacuation, what happened to the staff and pictures.
Prior to BBC journalists viewers delivered the news. The newsreaders were reading the viewer reports from the laptops on their desks, apparently without further checking the facts. The news was really brought to you as it developed, and not by a BBC journalist at the spot but by the "consumers".
Although the strength of consumer generated content is clearly demonstrated it also points at a risk. Does opening the door for live consumer input not jeopardise the quality of the BBC brand? When facts are relayed without control to consumers this might influence the status, credibility and value of the BBC brand?
By the way it appears now that the closure of 14 stores and evacuation of hundred of thousands of customers was a reaction to a day of action of an animal rights group.

A CEO blog is part of PR

Earlier this week I was invited to a presentation by Debbie Weil, author of The Corporate Blogging Book. It struck me that she and the panel were of the opinion that corporate blogging should not be part of corporate PR. CEO's and workers should comply with guidelines set forward by the company, but are free in their choice of subjects. As blogs are personal and representing the company company bloggers should not be limited by company strategies is the argument. Blogs are conversations with customers, interested people and other stake-holders. Personal blogs of CEO's can paint a personal view of the company and might give the company a more human face. The blogs can also touch on subjects that are on the corporate agenda, or could lead to a corporate agenda . For these reasons I think blogs should be part of a corporate approach even when the point-of-view is personal and coming from the CEO. This is not to say that the PR department should write the blog, the CEO should continue doing this, but with direction of the PR department. (A friend of mine told me the other day they have eight people working at his internationally operating company that work on software and systems to eavesdrop everything that is being published on the company on certain subjects and people. Nothing remains hidden for those who search for it. A huge task for PR and CEO's to remain on top). By the way, Ben this was a great party and nice people.