Increasing numbers of portal undertakings are offering their users the possibility of becoming actively involved in widely differing forms. User Generated Content (UGC) is the word of the moment.

This trend towards interactivity is also visible in the fields of local search engines and online directories (for instance, qype or Google Maps) by which they offer their users additional value. For example – when their users of the localized search results are able to augment them with individualized descriptions and ratings. Even old-guard frontrunners like Gelbe Seiten (‘Yellow Pages’ in German) allow the user to add their own companies into the online directory.

User Generated Content, used in this context, focuses itself predominantly on new entries, updates/corrections or rating of existing entries. In Unlike all other providers, DasTelefonbuch.de (direct translation “ThePhoneBook”) offers also the access to private data, using KontaktKarte.de (ContactCard), where one can personally decide what data should be published in whichever directory. Google Maps and suchen.de (“search”) however restrict use to commercial entries.

Yet other ‘participation-services’ are being increasingly integrated with the offerings of local search engines. At present social networking is much in demand. The latest examples are the city-portal meinestadt.de (“myCity”), together with meineleute.de (“myPeople”) who offer their users their own platform, and the online directory 11880.com, with the recent start-up advice community “11880iQ”.

Such communities are really interesting to the user of localized search services, when they represent authentic local character. Such as where one can ask a ‘local’ about his own area, as to where one can find a nearby good, reasonable hairdresser or who makes the best Curry ‘Wurst’ in the town. Ideally, such communities would be directly linked with the local search sites. One could then, for example, while searching for local bars, not only find addresses, but also simultaneously discover who in the community frequents which pub, and even perhaps make an arrangement to meet up. Townster is well on the way at the moment to providing such a service, however at present one still finds too few search results using this service.

It makes less sense when online directories integrate with communities, which have absolutely nothing to do with local themes and issues, such as the ‘question and answer community’ of 11880.com. In this case, one somehow cannot get rid of the feeling that the provider really just wanted to hang out the “Web 2.0” banner. And conversely, general advice websites can actually appear counter-productive.

The user loves good advice, tips and ratings, which help with problem solving or decision-making – these can have negative impact on commercial providers. Advice gained online may solve user issues but cause loss of earnings and project participation for commercial undertakings. Negative user ratings can also cause companies to reconsider their continued participation on such portals, and resisting investing even pennies in advertising there. Through such consequences, portals can erode their financial bases in the middle term.

User Generated Content– the user loves it, whereas business only loves it when it is positive. Can this be good for business?

Benjamin Broshi

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