Here are the pros to YouTube. Using YouTube to reach the media is cheap and easy.

YouTube will show most any video The service is clean and clear YouTube has a wide variety of videos, infomercials, how to videos and much more You can stay up to date with the new videos at YouTube Expressing your creativity through YouTube is a major benefit Getting to know people through YouTube is great Learning through YouTube is great You can get a good deal of information to many people in a short amount of time Becoming a member is easier Ease of use No need for tons of equipment, computer, video equipment, microphone and editing software Saves money on marketing Here are the cons to YouTube This is public, so anyone can see the videos you post Anyone for the most part can post a video There is violence on some of the videos on the site There are explicit videos There is some animal abuse in the videos Teens are recording violence to post on YouTube There could be issues of privacy invasion There could be copyright infringement issues

The Dark Side problems with UGC(UCC in Korea, UGC in US) User-generated(Created) content is, by its very nature, an uncertain beast. Thou gh content moderators stand valiantly between a torrent of prejudice and obsceni ty and the viewing public, they are not infallible the users that generate are i ndividuals, with their own, sometimes controversial, views. Theres no better place to see this in action than YouTube; the worlds biggest user -generated site is host to some staggeringly different views. Leaving aside the moral debates, which are too plentiful and complex to go into here, theres a seri ous business problem with YouTube. Though I myself have never indulged, Ive heard rumours that some people watch full series of popular television shows through the magic of illegal uploading. As tirelessly as the moderators work, and as man y channels are shut down or banned, the cheeky users endure. Its not restricted t o YouTube, either Dailymotion, Megavideo are all equally plagued. Its this very truth that led to the enormous $1billion Viacom vs YouTube lawsuit of last year. Viacom alleged that YouTube had secured its popularity through tac itly allowing the unlicensed showing of network shows and not doing enough to co mbat the use of copyrighted music in original videos such innocent videos as thi s: YouTube were vindicated, after a nasty brawl that saw them accuse Viacom of secr etly uploading their own material to get more ammunition for the lawsuit. But it does raise ugly questions about the legality of user-generated video and the fa ct that most users are either unaware, or not fussed, about obeying internationa l copyright law. Quite another area where user-generated content proves a volatile addition to a business model is the hospitality industry. Tripadvisor is now the go-to site fo

r many a family heading off on holiday and in many ways, having a peer-review si te for hotels makes perfect logical sense. These are the perspectives of ordinar y members of the public, not professional hotel inspectors, and surely their pri orities would be the same as yours no cockroaches in the bath, no springs coming out of the mattress, and so on. Cheap and cheerful, or stay away? But here the magic of user-generated content comes in. The fact is that having a wide variety of different people reviewing the same location will result in a v ariety of opinions. Some, if reviewing a one-star hotel, will accept that it is basic and adjust their verdict accordingly. However some, outraged by the lack o f amenities that they are accustomed to, will launch into a review of such artic ulate vitriol that its difficult to imagine staying in the same town as this host elry let alone the establishment itself. And it does have an impact. Hoteliers are not happy about the combination of ove rwhelming negativity and potentially falsified positive reviews. There are compl aints, both in the UK and around the world, that Tripadvisor has had an impact o n peoples businesses. Tripadvisor say that they have a rigorous screening process and that every effor t is taken to ensure that only reviews that are fit for human consumption make i t to the website. But thats not enough for the hoteliers. The site is increasingly popular and earlier this year the government announced that they would no longer back the official star rating system run by organisation s like the AA, citing Tripadvisor as a successful modern alternative. The problems of user-generated reviews arent restricted to Tripadvisor. Theres Yel p in the US, or even the possibility of scathing feedback on Amazon. And its easy to be swayed by the opinions of your fellow man. -----------------------------------The Many Downsides of YouTube By Matthew Clayton Ever since its inception in late 2005, the video site Youtube.com has exploded i nto a worldwide juggernaut for user-posted videos. At Youtube, anyone can become a celebrity with just a personal computer, video camera or cell phone. But with the windows of opportunity it opens, inevitably unwarranted factors creep in. The biggest snag is copyright violation. Some users post up video clips from mov ies and TV shows without the consent of the copyright holder, which can lead to some nasty disputes. Last year, Viacom filed a copyright lawsuit against the Goo gle-owned company for aiding Internet users that post up clips of Viacoms copyrig hted TV shows and movies. Some movie companies like Lionsgate and MGM circumvent that with agreements with Youtube to officially host video clips and even fulllength movies and TV shows on the site. The Weinstein Company got into the act b y posting up the movie Im Not There to generate possible Oscar buzz for its lead ac tress Cate Blanchett. Like other Youtube videos, the company-posted videos will be free but feature advertising, which the studios receive ad revenue. Another big hurdle is tastefulness and potentially harmful the videos can be to the user posting them or someone the user knows. One man in Australia was fired and had his forklift license revoked when a video of himself surfaced on Youtube popping wheelies and performing other stunts on a work forklift. In Toledo, Ohi o, three men face criminal charges after posting videos of themselves impersonat ing police officers and playing pranks on unsuspecting civilians. Constitutional freedoms also surface whenever comments are posted about videos,

and if a line is involved with free speech and potentially damaging speech. One particular incident occurred in New Hampshire, where inflammatory remarks were p osted about two town councilors when clips of a town meeting were posted on Yout ube, which could lead to possible criminal charges brought against the user who posted the extremely hateful remarks. Some companies manage to circumvent the prob lems. The U.S. military put a ban on Youtube and other video-sharing sites for a year until they came up with their own video site, TroopTube with Delve Networks. The site enables military members, their family members, supporters, and civilian D efense Department employees to register as users. TroopTube is structured simila rly to Youtube where users can upload videos from anywhere with internet access, but the catch is that a Pentagon employee screens each video for taste, possibl e copyright violation and national security issues before the video is allowed o n the site. With a site like Youtube, its uses are like a double-edged sword. On one hand, i t can prove incredibly useful and fun if used right. However, if used improperly , it can lead to all sorts of trouble. So if youre thinking about posting up a vi deo of yourself that could get you fired (or worse), or think about posting up a music video using copyrighted material, think again. It could cost you your job or even more. -------------------------------------Downside of YouTube is lack of privacy By Laura Thompson and Adam Banks Freshman, Schuylkill Valley and freshman, Daniel Boone Many people follow a specific pattern when they go online, such as starting with YouTube and going from there. YouTube, founded in 2005, holds billions of share d videos for public access across the globe. By just going on www.youtube.com, anyone can type keywords into the search bar t o watch millions of videos. Whether you are looking for a comedic fix or informa tion, it can be a huge source of entertainment. YouTube is a very fast-growing website. "There are now more than 24 hours of video uploaded every minute to the site," a ccording to an article by Ben Parr posted on Mashable.com. YouTube can also be used as a free tutor. If there is any subject you might be s truggling in, you will very likely find a video that shows you how to beat your issue, step by step. However, while this site can be funny, informative or just an enjoyable way to p rocrastinate, it has its downsides. Although many see YouTube as simple enjoyment, it can also be an invasion of pri vacy and a false source of information. YouTube does have small restrictions on videos, but for some it may not be enough. Most recently, many might be familiar with the Berkshire Mall fountain video. Ca thy A. Cruz Marrero of Reading, who fell into a mall fountain while texting, com plained that she was embarrassed by the public release video from a security cam era that caught the incident. While YouTube provides information, it may not alw ays be something people would like to show the rest of the world. "I think YouTube is great because it s not only free, but it s also easy to use;

you can learn so many things just by typing in a few words, and it gives so muc h opportunity to be creative if you make your own videos," said Brian Reiger, a senior at Schuylkill Valley. "On the downside, all the videos are public, which can be a privacy issue, and copyright infringement is a huge issue with the vide os," he said. Once a video is put onto YouTube, there is no taking it off or just forgetting i t was ever there. You may not have been the one who posted the video, but it s t here for the world to see and will never go away no matter how embarrassing it g ets. The ability to share anything on video with the entire globe is an incredibly in novative concept, but it can have its consequences. Even though YouTube is a great and cheap way to find the latest news, videos or music, it s your choice whether or not to use it. Moderation is probably a good thing. -----------------------When User-Generated Content Goes Bad By Sarah Perez on ReadWriteWeb Viral marketing, user-generated content, online buzz: over the past few years, t hese terms have been representative of a new way of marketing to consumers that takes advantage of the current popularity of the social web. This new technique involves companies encouraging its customers to create content of their own in o rder to generate interest in the company s brand. Unfortunately, one of the pote ntial side effects of this strategy is the potential for negative buzz. Despite this fact, a surprisingly low percentage of marketers are monitoring for negativ e responses.

-Users Make UGC, But Few Marketers Monitor It A Jupiter Research report on this subject analyzes the risks of negative buzz. T he report is entitled "When Good Social Marketing Goes Bad," but it should be no ted that most people use the term "social marketing" to apply to campaigns that mean to bring about social change. The Jupiter report, however, uses the term mo re casually to mean any marketing campaign that relies on user-generated content of a viral nature. What they discovered was that although marketers have been quick new trend - 35% allow for user-generated content (UGC) on their d 21% have a profile on a social network - they have not been as r and combat the negative buzz that some of their consumers will to embrace this own web site an quick to monito create.

In fact, only 29% of marketers using these techniques are monitoring the online discussions about their products on an ongoing basis and a shocking 17% don t mo nitor online discussions at all. Also, despite the availability of professional "buzz monitoring" services like Nielsen BuzzMetrics or MotiveQuest, only 8% of m arketers used these services in 2007. -Who s Talking Trash? The Jupiter report was also able to build a profile of the typical creator of ne gative user-generated content. This person is usually a heavy user of social net works, predominantly male (60% are male) and into technology (40% are influentia l in this area and 23% are considered "early adopters"). They are also a potenti al valuable audience for marketers as 49% tend to act as brand advocates - which

means they tend to be vocal influencers who spread the word online. -How to Fight the Negative Buzz Before trying to combat the negative buzz, the first thought needs to be whether or not it s worth the effort. Often, marketers will attempt to offer these nega tive UGC creators special treatment or invite them to be beta testers in order t o keep the feedback private and productive. However, these tactics are not alway s practical and they don t always work, either. A marketer must be aware of how far and fast their company will go to fix a legi timate complaint and also how likely the complainer is to adjust their response. Keeping in mind that research shows that only 12% of online adults think UGC li ke those posted on social networks or message boards is "trustworthy," going to great lengths to quiet the naysayers is not always worth the effort. Of course, sometimes it is worth the effort, which is why the most important thi ng for a marketer to determine is whether or not the negative content is created by someone who just wants to take a cheap shot at the company, or whether it ac tually offers genuine insight into a product or service s failure. If so, then a ddressing those persons that created the negative UGC makes sense. Then, it can actually be helpful to engage those people openly in the public forum to show th e company is listening to valid complaints and responding. That is a difficult c hoice to make for a company, as it only takes one loud negative voice to affect an influence on the larger group of the company s customers. However, when done well, this type of response can be a benefit to all. -Conclusion Lately we ve seen a lot of companies attempting to combat negative online buzz i n new ways - Comcast has been monitoring blogs and social networks for mentions of their company, Digg is now holding online townhalls, and many other companies are offering customer service via Twitter. We ve also seen the potential volati le situation that can occur when one disgruntled customer s voice can attract th e attention of the whole crowd, as in the situation with Ariel Waldman s complai nt against Twitter. Even she admits on her blog that she never meant "...to brin g a mob with pitchforks to Twitters door," yet that is the power of even one comp laint. An old adage in advertising and marketing is that "a satisfied customer will, on average, tell five people, but a dissatisfied customer will tell everyone they know." For a company to be successful, especially now when the tools for communi cation are being intentionally placed in the customers hands, it is more import ant than ever to know how to analyze, monitor, and respond to negative online bu zz. -------------------------------------------------------UCC UCC 1. UCC , 2. UCC UCC UCC , 95% . , 5% 2 . UCC UCC 5% UCC UCC 95% ( . UCC , , .

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