User Generated Content and Social Media: Survey of Current Publisher Practices
San Francisco, CA (PRWEB) October 14, 2008
Keibi Technologies, the leading provider of moderation solutions for user generated content (UGC), has announced the availability of two research reports concentrating on social media and UGC. The surveys and resulting reports were administered and aggregated by an independent, third-party research firm and provide insights into brand marketers' and publishers' current strategies, tactics, and future plans with social media.
The objective of these surveys was threefold: to shed light on current industry practices and future plans for UGC / social media; to provide benchmarking data for brands to compare their use of UGC / social media with their peers; and to develop the foundation for developing best practices around leveraging UGC / social media to engage safely with consumers.
While the majority of brand marketers and publishers rated UGC / social media as key to their business and marketing strategies, they also identified common challenges they face in leveraging the medium, particularly around association with content that is inconsistent with a publisher, marketer, or advertiser's brand. Both see proactive moderation of UGC / social media as key to addressing this challenge.
Brand marketers plan to aggressively moderate UGC / social media on their own websites, and more than half say they will require moderation as a condition of advertising against social media on publisher's websites. Publishers also identify improving moderation as a high priority, but less than half feel their current human-centric moderation efforts can scale cost effectively with their growth. Both brand marketers and publishers see technology as a key component of their efforts to improve the efficacy and efficiency of their moderation efforts, and the majority plan to leverage technology-based solutions to ensure they can protect their members, brands and advertisers.
"This research highlights that many companies, from century old brands to new media ventures, see user generated content as a key means of 'engaging in the conversation' with their target audience," said Jeff Smith, Vice President of Marketing for Keibi Technologies. "In providing our customers the ability to leverage our unique technology to categorize and analyze this media, we're both empowering their moderation efforts and providing valuable insight into consumer preference that will allow them to achieve their strategic objectives."
The "User Generated Content and Social Media: Survey of Current Brand Practices" research report is free and available by visiting http://www.keibitech.com/safebrands. The "User Generated Content and Social Media: Survey of Current Publisher Practices" research report is also free and available by visiting http://www.keibitech.com/publishersurvey.
Keibi Technologies provides solutions and services for the moderation and classification of user generated content, allowing our customers to safely leverage and better monetize this fast growing medium. The Keibi Moderation Suite® allows publishers, ad networks, and social media platforms to protect their members, advertisers, and their own brands by quickly identifying and removing content that violates a community's terms of service. These capabilities are offered both as a hosted solution for use by moderation and customer service teams and as a turn-key service for those companies who would like to completely outsource the moderation effort. For more information, visit http://www.keibitech.com.