Bosses alerted over user-generated web content

Websites promoting user-generated content - where individuals are able to post and edit material of their choice - have become the fastest-growing online brands in the UK this year, according to research published by Nielsen/NetRatings.

However, employment law experts say employers should keep a close eye on the online activities of their employees that reflect badly on the business.

YouTube is the fastest growing online brand this year. Enabling users to post and view videos, it has grown five-fold this year to almost 3.6m users, making it almost as popular as iTunes, with 3.9m.

Mark Higgins, head of employment at national law firm Betesh Fox, says employers must keep up to date with internet trends so they can protect themselves from employees with a grievance or embarrassing footage that could bring their company into disrepute:

Peer-to-peer interaction is not governed by revenue, itís governed by the interests of the people who post on the website and this is where the popularity arises. Companies have been caught out by employees posting negative stories about their business in online diaries or blogs but this new generation of interactive website allows users to post videos taken from camcorders and mobile phones

The most high profile case involved a fireman at Greater Manchester Fire Service. His colleagues filmed him taking a ride in a tumble dryer at the station when he was supposed to be on duty. The footage was recorded on a mobile phone, posted on a website and has circulated around the world making his organisation a laughing stock. (see http://www.metacafe.com/watch/214460/fireman_dryer/ )

Businesses that want to avoid exposing its inner workings and inviting comments from surfers all over the world needs to take action. They must ensure that contracts of employment specifically contain an internet usage policy as well as rules on the use of information relating to the business. Such policies should be actively communicated to employees. They provide a deterrent to employees broadcasting such information on the internet and allow an employer to take action against employees who fail to comply.

Many have attributed the current online trend to a teenage demographic, but the data show 42 per cent of YouTube users are over the age of 35. MySpace is the most popular social networking site for 18-34 year olds, with 32 per cent of its users being of this age. Bebo is most popular amongst under 18s, who comprise 45 per cent of users.
Bebo is the only social network site in the Top 10 with more female than male users, at 52 per cent. Of MySpace users, 47 per cent are female and for YouTube, 37 per cent.

Fastest growing online brands in UK - 2006

1. YouTube
2. Flickr
3. MySpace
4. American Express
5. Photobucket
6. Mozilla
7. Vodafone
8. Bebo
9. Odeon
10. BandQ

Source: Nielsen//NetRatings