Comments on: The Future of User-Generated Content http://scattergather.razorfish.com/711/2009/10/20/the-future-of-user-generated-content/ ideas + opinions from content strategists at Razorfish Mon, 23 Jan 2012 14:42:28 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Video Case Study | Social Media | Sales Funnel http://scattergather.razorfish.com/711/2009/10/20/the-future-of-user-generated-content/comment-page-1/#comment-577 Video Case Study | Social Media | Sales Funnel Tue, 23 Feb 2010 18:43:25 +0000 http://scattergather.razorfish.com/?p=711#comment-577 [...] Singh, VP & Global Social Media Lead at Razorfish says that UGC is “our most important form of [...] [...] Singh, VP & Global Social Media Lead at Razorfish says that UGC is “our most important form of [...]

]]> By: CoyleArt http://scattergather.razorfish.com/711/2009/10/20/the-future-of-user-generated-content/comment-page-1/#comment-442 CoyleArt Mon, 26 Oct 2009 15:56:58 +0000 http://scattergather.razorfish.com/?p=711#comment-442 The format of this post itself is a perfect example of how differing opinions, succinctly stated can come together to make an informative and insightful conversation. And I think it's not hard to recognize the level of quality wherever it exists on the web. The future of copyright issue interests me greatly as well. A balance needs to be struck where creators can maintain rights in order to continue to make a living off of their work, yet keep the flow of information and creativity vital enough to inspire activity and connection between people. Great post. The format of this post itself is a perfect example of how differing opinions, succinctly stated can come together to make an informative and insightful conversation. And I think it’s not hard to recognize the level of quality wherever it exists on the web. The future of copyright issue interests me greatly as well. A balance needs to be struck where creators can maintain rights in order to continue to make a living off of their work, yet keep the flow of information and creativity vital enough to inspire activity and connection between people. Great post.

]]> By: Weekend Reader: Early Edition | David S. Finch http://scattergather.razorfish.com/711/2009/10/20/the-future-of-user-generated-content/comment-page-1/#comment-441 Weekend Reader: Early Edition | David S. Finch Sun, 25 Oct 2009 13:59:49 +0000 http://scattergather.razorfish.com/?p=711#comment-441 [...] The Future of User Generated Content: “The Breakdown: User-generated content — You are all too familiar with it. It’s where the mob rules. It’s where anything goes, where anyone can post anything, and where the experts and the crazies exist as equals. It’s information overload where expert opinion is often hard to find. There is much at stake for those who can capitalize successfully on the evolution of user-generated content. We asked a panel of UX and Media experts about the future of user-generated content — for good or bad.” [Scatter/Gather @ Razorfish] [...] [...] The Future of User Generated Content: “The Breakdown: User-generated content — You are all too familiar with it. It’s where the mob rules. It’s where anything goes, where anyone can post anything, and where the experts and the crazies exist as equals. It’s information overload where expert opinion is often hard to find. There is much at stake for those who can capitalize successfully on the evolution of user-generated content. We asked a panel of UX and Media experts about the future of user-generated content — for good or bad.” [Scatter/Gather @ Razorfish] [...]

]]> By: Alex O'Neal, UX Manager http://scattergather.razorfish.com/711/2009/10/20/the-future-of-user-generated-content/comment-page-1/#comment-434 Alex O'Neal, UX Manager Thu, 22 Oct 2009 21:46:34 +0000 http://scattergather.razorfish.com/?p=711#comment-434 All of the above comments are valuable insights. Still, until UX strategists step away from thinking in simple terms of UGC and move toward understanding UGC as a side-effect of UGA (user-generated activity), they will continue to miss its full potential. Back in 2006 I began tracking UX for myself in terms of both UGC and UGA, and this has greatly empowered my ability to understand user intention and desire, apart from the first-level meaning shown by a piece of UGC. Additionally, the UGA perspective can be used to: * Create new content (and a richer experience) by surfacing activity *as* content. * Within an organization, create more awareness of users as people with their own purposes (as opposed to thinking of them as ad impressions and UGC-creators). * Surface previously unnoticed relationships between specific content and activities. The more I think in these terms, the more clearly and creatively I see my users' experience - and I've seen the same happen to others I introduced to the concept. Hope this is useful to someone :-) All of the above comments are valuable insights. Still, until UX strategists step away from thinking in simple terms of UGC and move toward understanding UGC as a side-effect of UGA (user-generated activity), they will continue to miss its full potential.

Back in 2006 I began tracking UX for myself in terms of both UGC and UGA, and this has greatly empowered my ability to understand user intention and desire, apart from the first-level meaning shown by a piece of UGC. Additionally, the UGA perspective can be used to:

* Create new content (and a richer experience) by surfacing activity *as* content.
* Within an organization, create more awareness of users as people with their own purposes (as opposed to thinking of them as ad impressions and UGC-creators).
* Surface previously unnoticed relationships between specific content and activities.

The more I think in these terms, the more clearly and creatively I see my users’ experience – and I’ve seen the same happen to others I introduced to the concept.

Hope this is useful to someone :-)

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