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Summary
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How companies can make the most of user-generated content
  • Executives looking to get the greatest possible value from corporate blogs and wikis can learn from the experiences of online video-sharing sites, which are growing fast—largely because of the contributions of a small percentage of their members.
  • Corporate managers must learn how to identify and nurture their core contributors to generate enthusiasm for and interest in wikis and other collective-intelligence systems that rely on contributions from users.
  • As these systems begin to take off, managers can give them further momentum by providing tools that make it easy for users to contribute and share. A quality-management scheme can make such efforts more sustainable by helping to ensure that the content is worthwhile.
      


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