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Short for user-generated content, UGC is the term used to describe any form of content such as video, blogs, discussion form posts, digital images, audio files, and other forms of media that was created by consumers or end-users of an online system or service and is publically available to others consumers and end-users. User-generated content is also called consumergeneratedmedia (CGM).

I choosed this topic because it is a topic who was discused during the lessons of New Media and is related to my field of study, management. As a future manager I am always thinking about how a company is working. A very important part is user-generated content because in the end your company image is all about people’s opinion.

In Romania, the most frequently used business model for users of UGC platforms is the advertisement model. The web advertising model is an extension of the traditional media broadcast model. The broadcaster, in this case, a web site, provides content (usually, but not necessarily, for free) and services (like email, IM, blogs) mixed with advertising messages in the form of banner ads. The banner ads may be the major or sole source of revenue for the broadcaster. The broadcaster may be a content creator or a distributor of content created elsewhere. The advertising model works best when the volume of viewer traffic is large or highly specialized.

A huge campaign in Romania that used UGC was “Romanians are smart” made by the company ROM. The campaign had a very low budget so it started on thier webpage by posting all negative results after searching for “romanians are…” on google.  Changing Romanians image on Google was the perfect means for ROM to reach its communication objectives and re-awaken national pride. The campaign had a huge success overnight. They redirected people to www.romaniansaresmart.com, where people could generate positive searches in Google pages around the world. To add to the campaign’s momentum they partnered with the top 10 Romanian bloggers, each adopting a personalized search. After this a big amount of local blogers helped generate more positive content for Romanians. After this several TV programs took the story and promoted for free. “Romanians Are Smart” has evolved from a search tool and a web destination into a powerful content platform.

In conclusion, user-generated content it’s a very important tool that if you used carefully can influenced your brand make it from nothing something.

Editor Cristina Maria Codreanu

Sources

http://www.webopedia.com/TERM/U/UGC.html

http://digitalenterprise.org/models/models.html#Advertising

http://www.mixxawards.ro/winners-2012/branded-content

http://blogs.cornell.edu/newmedia13amm395/2013/04/15/rb-user-generated-content-and-traditional-media/

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