Riskiness of the Crowsourcing tool

At this time brands are much more naked to society. They will receive criticism and speakers are much more powerful than just a few years ago. 

Riskiness of the Crowsourcing

1. Lack of participation

A company may launch a campaign of this type and receive so little feedback that is even counterproductive and demonstrates the lack of commitment of the community.

2. The crowsourcing take other direction different to the Company Strategy - Boomerang effect

The other major danger is the 'boomerang effect'. The company may see how that would be a positive collective campaign which attract ideas, and it becomes a boomerang that becomes faster and hits hard. There are many cases of counter-campaigns in which users have used the 'excuse' of the company's initiative to tackle some of the most controversial aspects of its management or operation.

3. Potential risk to workers

The 'crowdsourcing' is often seen as a potential risk to workers because it allows profitable organizations take advantadge of experts opinion and extreme power users at minimal cost.

Two examples of not successful Crowsourcing Campaign

1. Shell Contest: 

Shell have created a contest in the Internet,  in which participants, using a web support that generates an ad, have to choose picture set in the Arctic, and write a slogan in it, so that the winner would your slogan printed on billboards for the campaign Let's Go. 

An amount of criticism have emerged about the oil activity wants to develop in the North Pole, with Greenpeace to the head, based on the established competition, with new slogans like "Turn on the machine, it's time to melt the ice" or "Where others see disasters we see opportunities."And finally they have had to remove from its official website.

2. The Forbidden Lego book:
The authors in the Forbidden Lego book have turned their knowledge of those possibilities LEGO can not develop within the law, or designs that require some risk taking (higher than those set by the legislation): cut pieces or use LEGO outside components. 

In the case of Forbidden Lego, users can design new products and services that are not of interest to the company. Because the authors are not related to the company as employees, they can afford to spread  these designs challenging the business model.

How to measure this impact and possible actions

Given these potential problems, there is a single principle: measure the forces and impact. Companies that used crowdsourcing to launch their marketing campaigns have to measure their strength in engaging their users for it and also the possible criticism or problems that may arise therefrom.

If you appreciate the risks and exploit the benefits, crowdsourcing can be an interesting way to not only make larger campaign taking advantage of the valuable content that can provide the user, but to do that they feel part of the project.