As discussed in our last blog, the messages customers create and share have now been described as user-generated content (UGC). UGC could be described as word-of-mouth, amplified. As with traditional word-of-mouth, what’s being said or created isn’t always positive,...
The messages curated and shared by a brand have, historically, been perceived as the brand story with its loci of control being within the organisation. Customer feedback has been taken in by an organisation and managed. However, with the addition of the digital space...
