The days of treating your audience like sheep are over. New networked tools have empowered the people formerly known as the audience to make their own media. What happens when the audience takes over? Everything changes.

Join internet pioneers (and husband and wife team) Derek Powazek and Heather Powazek Champ for a fascinating look into the world of so-called "user-generated content" and see educational examples of companies getting it right and wrong. You'll also get an inside look at how Flickr builds community, and how JPG Magazine is reinventing the magazine industry by turning consumers into producers, and what they've learned the hard way.