Can User Generated Content Hurt Your Brand?
Folks in social media circles like to talk about the value using customers as brand ambassadors who advocate for the brand through social media. Of course, armed with a video camera and an internet connection, people don’t need to be asked by brands to be ambassadors. Remember Nick Haley’s iPod Touch ad? The really passionate ones just do it. When it comes out as good as Nick’s did, the brand can’t help but be happy. But what if your passionate customers create something that really doesn’t represent your brand in a helpful way. What if it’s so “cheesy” that it starts getting some serious YouTube traction. Is this kind of free advertising,”good” advertising?
Chris Abraham pointed this one out on his blog today. The person that made this video (and I assume composed the song) is clearly passionate about Hillary Clinton. I wonder if this is the kind of brand ambassador Hillary is looking for.
Is soon as the title of this post hit Twitter, I received a couple of comments suggesting that UGC won’t hurt your brand if you properly supervise it’s creation. That’s great if you are in-charge, but that’s not what I’m talking about here. There is no way to supervise or manage this. You can only respond to it (or not).
So how does user generated content like this affect a brand. Is it helpful? Can it be detrimental? If it happens to you, how will you respond?