How companies can make the most of user-generated content

he success of online participatory media—video-sharing sites and corporate wikis alike—depends on the quality contributions of a small core of enthusiasts.

McKinsey Quarterly, August 31, 2007 — Technologies that foster online collaboration and participation—for example, blogs that solicit customer feedback and wikis that allow employees to work together on documents—are gaining traction throughout the corporate world.1 Few companies, however, have a clear understanding of what inspires users to contribute to such sites. Executives might start by looking to the world of online video sharing, another fast-growing test bed for participation. McKinsey research conducted in Germany finds that motives such as a desire for fame and a feeling of identification with a community encourage collaboration and participation.