Activation Quote by Damian Thompson
“The success of any user generated content-related project should be judged in the long term. Try not to use it as a one-off campaign activation idea. Think of it instead as the beginning or continuation of an ongoing dialogue with your consumers.”
About This Quote
Source Article: Content Strategy, Damian Thompson, 2015
User‑generated content should be seen as a long‑term conversation, not a one‑off marketing stunt.
In simple terms: Treat user content as ongoing dialogue, not a single campaign.
Key Takeaway
Build lasting engagement through continuous interaction.
Themes
marketing
user content
dialogue
strategy
engagement
Mood
strategic
engaging
sustainable
Type
marketing
business
When to use this quote
- social media campaigns
- brand newsletters
- customer forums
- feedback loops
Key Concepts
brand loyalty
community building
content lifecycle
Questions to Reflect On
- What long‑term goals does your content serve?
- How can you sustain dialogue beyond the launch?
A Different Perspective
Short‑term hype can damage trust if not followed by genuine interaction.
![“Strategizing how to use it, how to promote it, how to use it as a campaign aid? I can't find any reference to [climate change].” quote by Rush Limbaugh](https://sms4smile.com/quotes/img-quotes/ee0/rush-limbaugh-28_aids_strategizing-how-to-use-it-how-to-promot_2432083.jpg)
