Citizen marketers 'have power over brands'

User-generated content allows consumers to become "citizen marketers", with the power to aid or destroy an organisation or brand's reputation, it has been suggested.

Caroline Waters, director of employment policy at BT, explained that as people can now communicate to millions with ease or set up specialist interest groups, the individual has considerable power.

Social networks and consumer reviews can instantly promote or "kill" a service or product, she continued, meaning businesses may fear such online advocates and critics.

However, such platforms offer organisations marketing opportunities, Ms Waters asserted.

"Technology will give us the ability to do massive deals and influence massive communities," she stated.

Earlier this month, reporter Karen E Klein told Business Week that one way to suppress negative consumer comment and online reviews is to publish positive content to outrank damaging material within search engine results.

She also warned that an increasing number of consumers turn to the web for customer reviews before making a purchase or selecting a service provider, meaning that it is vital firms take every possible step to protect their brand's reputation.