Interactivity has been the name of the game for websites for the last few years, and user-generated content (UGC) has been a mainstay of building content and boosting engagement. Indeed, “content marketing” is the latest web marketing buzzword and reader engagement is high on the list of goals. In contrast to a few years ago, today just about every content site, from tiny blogs to the largest news sites, allows readers to add comments. It seems like a complete win-win – readers can get heard, and the sites benefit from more engagement and additional content. It turns out that in some cases that “free” content comes with a price.
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