Influx

Havas Media Lab has been working hard to produce a thoughtful paper on the world of user generated content. It contains some smart thinking on the topic.

The big idea- people aren’t creating content, they are creating context.

1. People are using professional media as a springboard to create context- they are not creating the context themselves.

2. The value of this context lies in the mass network level- not at the individual- the value of lots of comments vs. a single one.

3. It also isn’t generated- it’s culturally specific and socially bound- non “members” can’t understand it

Finally, Havas goes on to describe what it means for advertisers, basically what Influx has been saying all along- find a way to open up and play with the crowd.

If only it was that easy!

Posted by Ed Cotton