New Media: Consumer Generated Media

Published  2007

What is Consumer Generated Media?  Is it the same as User Generated Content?  Is Social Media different again?  What is meant by Conversational Media?  And do you know what Packaged Goods Media refers to?  For our marketing and communication readers we attempt to explain.

1.      What is Consumer Generated Media (CGM)?

According to Wikipedia, Pete Blackshaw CMO for Nielsen Buzzmetrics coined the term "Consumer Generated Media" (CGM) to describe the evolving consumer-created space on the internet. Wikipedia states that CGM originated as a reference to posts made by consumers within online venues such as internet forums, blogs, wikis, discussion lists., on products that they have purchased. CGM can include text, images, photos, videos, podcasts and other forms of media.

2.      Is User Generated Content (UGC) different?

No - the two terms have become inter-changeable.  In fact in July 2007 Wikipedia noted that there had been a consensus to merge the content of CGM into 'User Generated Content (UGC).  According to the free encyclopedia, UGC refers to the various kinds of media content produced by end users (as opposed to traditional media producers) - digital video, blogging, podcasting, mobile phone photography and wikis.

3.      Is Social Media different again?

No - Social Media is just another term for CGM and UGC.

To be consistent we turn to Wikipedia again, which describes social media as the online technologies and practices that people use to share content, opinions, insights, experiences, perspectives, and media themselves.

According to Wikipedia social media can take many different forms, including text, images, audio and video. The social media sites typically use tools like message boards, forums, podcasts, bookmarks, communities, wikis, weblogsetc

Wikipeida lists a few prominent examples of social media applications as being: 

• Wikis: Wikipedia
• Social networking: MySpace and Facebook
• Presence apps: Twitter and Jaiku
• Video sharing: YouTube (video sharing)
• Virtual Reality: Second Life
• Events: Upcoming
• News aggregation: Digg and Reddit
• Photo sharing: Flickr and Zooomr
• Livecasting: Justin.tv
• Episodic online video: Stickham, YourTrumanShow
• Media sharing: Izimi and Pownce
• Social bookmarking: del.icio.us
• Online gaming: World of Warcraft

4.      What is meant by Conversational Media?

It's the all-embracing term that some are using to cover Consumer Generated Media,  Consumer Generated Content and Social Media.

US proponents of this term say that Conversational Media captures the essence of there being an interaction and that the focus is more on it being a service rather than a product ie Conversational Media provides a platform for people to converse without there being any 'sell', or commercial marketing, involved.

It is people talking direct to people. And just like any conversation it is people talking direct to people. And just like any conversation one accepts what the person says as a personal opinion or perspective.

5.      Do you know what Packaged Goods Media refers to?

Although it sounds like it, it's not another term for what multi-nationals such as Unilever do!

In fact it's the term used to describe what traditional media does and to separate it from new media ie CGM, UGC and Social Media.

Packaged Goods Media refers to traditional media where content is produced and packaged and then delivered through channels such as newspapers, magazines, television and radio to the end consumer.

This media uses professional journalists to collect, collate and present 'news' to consumers. And alongside that news is paid advertising.

6. What does all this mean for marketers and communicators?

Even media which is generated on a platform for consumers to converse and share with offers opportunities for marketers.

Online public relations is emerging as a key tool for marketers.  That's because the mass migration of consumers to these new platforms creates both issues and opportunities. As a consequence PR techniques, which are traditionally based on two-way communication with media and other stakeholders, are important in helping to  reach and engage with those online.