by: Matt Rhodes
When people talk about new media, social media or Web 2.0, there is often one thing in common: user generated content (UGC). This is really what the essence growth of Web 2.0 is. Web sites are crammed full of videos, photos, reviews and articles written by users. This reflects a shift not only in the amount of time people are spending online (more), but also a change in the reason for going online.