Consumer-Generated Content Got You BURNED?

This article provides strategies that companies can employ to minimize the risks involved with using consumer-generated content. The article addresses the recent increase in the number of companies that have started incorporating consumer-generated content into their promotions and acknowledges the evolving trend toward experimenting with consumer-generated content as a result of the success that these types of promotions have achieved. It also offers valuable insight on the significant challenges and obstacles that can arise in interactive advertising promotions, with particular emphasis on those that place so much power in the hands of consumers.