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Want to Build Engagement? Be Inclusive
by Boris Groysberg
Crowd-sourcing. Co-creation. User-generated content. No matter which of those buzzwords you prefer, the underlying idea is essentially the same: In the world of commercial media, more and more companies are inviting users to help produce the content that they use. What is Facebook, after all, but an immense platform that allows users to operate simultaneously as generators and consumers of information?