The IAB has released the “User-Generated Content and Social Media Advertising Overview”. Its purpose is to outline how UGC and social media have changed the digital consumer and advertiser experience. “User-Generated Content and Social Media Advertising Overview,” is a milestone document that helps you better understand how these platforms have fundamentally altered the digital experience for consumers and advertisers. The report defines UGC and social media, provides a detailed overview of the latest advertising opportunities, and details case studies of campaigns that have successfully utilized UGC and social media.

http://www.iab.net/media/file/2008_ugc_platform.pdf