Letting Go Of The Reins

User Generated Content can be be scary but with risk comes a lot of potential reward. One of the things covered in Chapter 5: "Want control? Give it away," are some of the ways that companies have tried to control user generated content from simply being prepared for the negative along with the good to tailoring contest and campaigns to make them more appealing to the real targeted audience instead of the semi professional videographer. There are contests where people are post straight to online communities and ones where the organization is acting as a middleman sifting through all the submissions in-house. So the question remains: As marketers how much can you control user generated content? And how much should you?