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January 02, 2007


The UGC arena is going to require agencies and strategists to come up with BETTER frameworks for conversation than what we are currently seeing. This will mean spending time considering the downstream user scenario, rather than simply getting people to create content or to click through.

It is exactly as you say ... "but why"? Jumping on the UGC bandwagon may create some buzz ... but it won't build community or brand without more careful consideration.

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