How 5 Retail Brands Are Maximizing the Power of User-Generated Content

Photos and videos that shoppers post on social media convey sentiment about brands, giving fellow consumers—and brands themselves—an uncensored look at how people really feel about their products and services. How brands harness this feedback is evolving, as brand marketers find new ways to glean insights from the unstructured consumer feedback being posted on social media and elsewhere online. Here are five examples of brands that are engaging shoppers across social channels and taking full advantage of the content that customers post on their own online accounts.

At CallRail, Community Forums Prove Valuable for Product Development

Community forums—online spaces where consumers and developers can interact and collaborate— are increasingly popular tools for companies hoping to improve their product development and ideation. The strategy is working effectively for marketing tech vendor CallRail.

Street Culture: Birdzi Finds ‘Liberation’ in Lack of Corporate Hierarchy

“What happens a lot of times in corporations is you find that decisions are made that can’t be questioned,” says CEO Shekar Ramen. “We don’t have any of that and we want to maintain the flat nature of our company as much as possible.”