UGC 'ideal for raising brand awareness'

28th August 2008

Social media is perfect for those looking to increase brand awareness, according to one expert.

Those seeking branding benefits rather than a direct impact on sales would do well to harness user-generated content (UGC) for marketing purposes, British Airways digital marketing manager Chris Davies told E-consultancy.

However, he urged companies to carefully consider their reasons for moving into the UGC field and noted that they are unlikely to see much success unless their activities are of use to consumers.

"Most UGC site users are wary of big brands coming into what they consider to be 'their space'," Mr Davies remarked.

"But if you are giving them something that helps them, some sort of social currency, then they'll likely thank you for it."

According to David Schatsky, president of JupiterResearch, social media may not offer much financial gain but can be indispensable for building a sound online reputation.