Dawn Anfuso, senior editor for iMedia Connection spoke to Kevin Doohan, director of web marketing for Omaha-based ConAgra Foods, a Fortune 100 company.
iMedia: Consumer-generated content is scary for many brands because of their inability to control it. How do you view the topic? Have you had much experience dealing with it yet? Any advice for other marketers?
Doohan: I believe consumer-generated content is best when it is authentic, unfiltered and about a subject that inspires passion and participation. We’re in the middle of an inexorable shift toward consumer control. I have experience with consumer-generated content. My opinion is that the value created by active consumer participation is greater than the downside reduced control creates. My advice is just do it.