Traditional brands may be hesitant to accept this paradigm, but web analytics show us that consumer generated content posted to sites dominates the brand related content space over the content created by the marketers of brands themselves. In fact, “77% of YouTube Twitter and Facebook listings that appeared for brand searches were created by someone other than the marketer.”

Marketers have come to learn that consumer collaboration creates immersive, shareable experiences. Peer sharing is essential if a product is to connect virally with consumers. While the acceleration of content distribution can be exhilarating and a great savings over paid media, the quality and tone of the user messages may not always be positive to the brand.

In anticipation of potentially negative correspondence, it is critical for brand marketers to have a plan and the means to address the situation immediately. Correspond with the detractors, generate new content to engage users to provide positive testimonials, stimulate sharing, but do not ignore those little nagging voices as they can become screams.