To judge from Time Warner Cable’s director of digital communication Jeff Simmermon, the answer to the question above is “often.”
Simmermon was one of the speakers scheduled to take the stage today at Ketchum‘s daylong “Respect the Internet” event, which is being livestreamed here as well. After a few audio glitches during the opener, the discussion “Brands as Creators and Innovators” began, with a chunk of the discussion focused on the uses of consumer feedback.
The other panel speaker, Erik Martin, a GM at Reddit, (someone from BoingBoing was also slated for the panel, but he wasn’t on stage) talked up the importance of listening and reading what people have to say about your company and brand online. In his opinion, a lot of marketers and brands aren’t taking full advantage of what’s online.
“I see a lot of conversations that end just as it’s getting interesting,” he said.
Simmerson, while not dismissing the importance of being “immersed” in what’s online, was much more critical of the value of a lot of UGC.
“I can’t wait for the fetish for user-generated content to begin to fade,” he said.