When talking to clients about opening up their websites to more user generated content such as comments, photos, and videos, the objection I hear most is a fear that the content will be overwhelmingly bad and actually hurt their brand.
While it's true that a few bad apples are present in any group, a recent survey showed that the vast majority of online contributions are actually favorable or helpful to the brand.
Read the entire article entitled "Online reviewers driven mostly by altruism, CMOs need not fear WOM"
Today's online consumers are smart enough to realize that they cannot trust everything they read, and will usually seek out a complete picture of a product before making up their opinion. So yes, it can be a bit scary to relinquish *some* control over your brand. However, these survey results suggest that it actually can be a worthwhile endeavor to allow your consumers to do the talking for you. --Ken