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INDUSTRY NEWS


23 May 2008

Managed UGC delivers business benefits


If it is controlled and managed correctly, user-generated content (UGC) can be a highly beneficial business asset, an expert has claimed.

Speaking at the Internet World Conference in London earlier in May, the managing director of a web design company Fortune Cookie explained that UGC offers businesses a cost-free means of expansion, because users will attract new customers without any enterprise input.

Justin Cooke said: ": "We all know about user-generated content and we strongly feel that one of the great ways to build our business is to encourage users to do the convincing for us.

He explained that a growing number of the firm's clients are adopting a managed UGC strategy, but warned that large amounts of content must be carefully monitored in the same way as other types of website content.

A recent survey by enterprise content management research firm AIIM found that nearly half (44 per cent) of businesses believe Enterprise 2.0 applications – social networks, blogs, wikis and UGC – are of significant importance to their organisations.

However, the survey of 400 companies also revealed that nearly three quarters (74 per cent) of enterprises have just a vague understanding of the technology, while 41 per cent claimed to have no clear understanding of Enterprise 2.0 at all.

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