User Generated Content (UGC) is a growing strategy for increasing the content of websites. But how can you measure it and decide if it works for you? Learn about three important categories of analysis: content quantity (increased food for spiders), content linkability (for increased engagement), and content strength (targeted keywords to improve SEO). Adding content is not enough—it is essential to analyze how it influences SEO, site engagement, and brand awareness. This presentation will show different applications of UGC, its consequences, audience, and financial aspects. Two case studies will be presented on how to measure UGC using text mining tools. (This presentation was delivered on eMetrics Washingtong D.C. 2007).