Engagement is a good thing. Having the 1 per cent of your passionate customers submit content for your brand is a good thing.
But, as many things social media related, these good things come with a caveat emptor: buyer beware. After all, when it comes to UGC, you get what you pay for.
Take Sky News back in the U.K.. What better way to add context and texture to an already engaging event like the London Marathon than to ask your viewers/readers to submit their photos from around the 26.2 mile course.
Well, not clicking on “approve” on every photo that comes in while preswatching the (enthralling) Liverpool vs. Blackburn and Man. Utd. vs. Arsenal matches would be a good start.
Check out some of the worst offenders I noticed while clicking though today:
(Check out the banner on the bridge)
(Erm, do you see something that’s inappropriately out of place)
(Can you spot a certain movie star?)
(Not out of the realms of probability, but I doubt the Tron dude is going to be watching the London Marathon)
Just another warning that while there is always the 1 per cent of passionate users who will willingly create content and drive the conversation forward, there will be a greater or equal amount of people willing to mess about with the cool tools you’re using and to abuse the trust you’re putting in them.