This document discusses user-generated content (UGC) and how marketers can leverage it. UGC refers to any material created by non-professionals and uploaded to the internet, such as reviews, videos, blogs, and social media posts. As UGC grows in volume and importance, marketers are looking for ways to influence and use it. Marketers can encourage UGC by making reviews easy to leave on their website and taking control of their online reputation. They can also solicit reviews from top customers and encourage social discussion. The example of the University of Oregon athletic department's "Quack Cave" shows how monitoring and sharing fan UGC during games helps engage fans.