Virginia Heffernan is one of today's leading authorities when it comes to the Internet and she offers a unique perspective on how businesses and corporations can use it to their advantage. In this speech, Virginia Heffernan weighs in on the misconceptions of user-generated content. She encourages businesses and companies to adopt a new approach when working with user-generated content. While many individuals may perceive it to be free and beneficial for a company, it's important to realize that this isn't always the case.
Virginia Heffernan notes that the models and infrastructures required to moderate and monitor user-generated content demand a high degree of knowledge and skill, and shouldn't be dismissed as an insignificant responsibility for just anyone. Monitoring message boards and threads is exceedingly important if companies want to stay competitive and in control of their own brand.