Last month, we asked you to think about how brands can create a sense of belonging for consumers with the trend Happynomics. Now let’s look at its counter-trend — User-Generated (Dis)Content, a term coined to describe unhappy feedback posted for all to see online.

Online social networking dominates time spent online — Facebook adds 250,000 new users per day! But why does this matter? Because audiences are shopping and buying based on peer-to-peer recommendations offered via social media sites like MySpace, LinkedIn® and Bebo. With 200 million active users on Facebook and MySpace and 100 million videos viewed daily on YouTube, that’s a whole lot of conversation and content that’s beyond the control of a brand, product or service. And that User-Generated (Dis)Content can impact your business.

Not sure if a blog, Facebook group or Twitter is the right communications platform for your brand or product? Actively monitor the space first, research the habits of your target audiences and begin to engage with them. Remember, transparency and an understanding of how the audience wants to be reached is key.

Transparency becomes of even greater importance when you wish to address and pacify a negative blogger. A negative conversation thread can quickly turn to positive reviews if you proactively engage and address the problem immediately. Positive comments pop up plentifully when you give satisfied customers the tools and space to share their experiences. Let them converse in social media about your company and you have another connection point to reach a greater share of your target audience.

Remember, User-Generated (Dis)Content will happen. But you don’t have to let it become an issue if you monitor what is being said, offer relevant solutions in real-time and understand its impact.