One of the biggest challenges facing brands as social media platforms continue to evolve is that of brand consistency. In the “old” world, marketers defined messaging and images they felt were most representative of their brand. On the social internet, the community defines the message and may begin to define the images. How do Digital Asset Management (DAM) systems fit into this? They are the central repository for a company’s digital media assets.
As companies intentionally reach out to their communities for input, this input will come in many formats. Brands may invite consumers to create new tag lines. It may come as pictures of users with the product. It may come in the form of home video extolling product benefits. Consumer brands are actively seeking user generated content, partly to attract attention to the brand, partly to gain low/no cost re-usable content and partly to test the waters.
Platforms such as YouTube, Flickr and Vimeo are growing outlets for company created content but also for brand requested user generated content. This user generated content may not comply with corporate defined brand image. How do brands address this? Or by ‘crowd sourcing” content, do brands give up control of brand identity? The goal for many marketing teams is to create content that can be repurposed across multiple distribution channels and create tighter bonds with their customers. Regardless of their intent, how do companies manage and repurpose user generated assets?