- Inexpensive publishing/distribution
- Easier to find target audience
- Enables content creation from the audience
- Allows for immediate (actual) feedback
- More quickly understand and respond to problems, deficiencies and annoyances
- Learn firsthand about where competitors are winning
Thoughts from the audience
- If someone mentions your brand, they become a quasi-spokesperson
- See real people
But here's the downside (challenges)
- Corporate rules often prevent them from having true, original personalities
- Authenticity
- Internal ownership
- Defining the rules of engagement
- Metrics are new
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