Nielsen BuzzMetrics' CMO Pete Blackshaw has put together a list of 10 principles for ad campaigns leveraging consumer generated content, which are, in short:

1. Connect The Program To Larger Business Goals
2. Keep It Authentic
3. Be Transparent
4. Encourage Advocacy
5. Empower Syndication
6. Tap The Long Tail
7. Capture The Moment
8. Be Consistent
9. Embrace Criticism And Deprecation
10. Move From Campaign To Platform

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