User Generated Content and Authenticity is what most companies, in my opinion, should be focused on when working to build a web presence.
Too much time is spent on the company trying to create content that appeals to the masses. What about letting the masses provide the info as to what drives them to use, experience, buy, recommend the products.
Companies need to cede some control and trust that their fans will come through. Not everything that is put out there has to be sterile, PC and everything else. Just make is real….real works…real is what people want!!