There was a time, as little as 5-10 years ago, when marketing campaigns had a one-way flow. The company told the consumer what they were supposed to like and that was the end of it. However, we are no longer codependant on businesses to know what we want. In fact, the tables have almost completely turned into a relationship where businesses are entirely dependent on what we have to say. Through the utilization of social media, we the consumers are now able to tell our favorite companies what we want out of their products. This new type of relationship gives consumers a real voice at long last. With that voice comes a lot of power; buyers now dictate the direction of companies.
At first glance, this could look scary for companies, however, it actually makes the job of the companies a lot easier. Consumers give the brands new ideas for marketing and it’s completely free for the company! It’s whether or not they take advantage of the information they receive and use social media networks to their fullest potential that will help set apart a good user-generated campaign from a bad one.