How Companies can Best Utilize User Generated Media

The McKinsey Quarterly has a report that looks at how companies can make the most of user generated media. I read through the article and the gist of it is that a small fraction of the population is creating the overwhelming majority of the content. It looks at the reasons for creating content and posting as well as how the percentages of contributor / consumer play out. The article goes on to suggest employee wikis, internal idea markets, and collaboration tools. Aside from the graphics supporting the idea that a minority create the majority the article holds little insight that has not been covered countless times before.