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Virginia Heffernan: User-Generated Content

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Uploaded on Dec 9, 2011

Learn more about Virginia Heffernan: http://www.thelavinagency.com/speaker...

Virginia Heffernan says many companies misunderstand user-generated content, and entrust its upkeep to their lowest-ranked employees. "It's like in Mad Men, when they say, 'Who can run the TV division?'" Companies view content uploaded by others as a gift. But in reality, this "free" content requires a tremendous amount of effort to scaffold the user experience. It is serious "intellectually difficult" work. Corporations must realize this, and to take the appropriate steps, in order to stay competitive.

Virginia Heffernan was interviewed at The Lavin Agency offices in New York City.

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