Joseph Harper, E-commerce Marketing Manager - Western Europe at the Kellogg Company, believes that big brands don't do enough with user generated content on social media and therefore miss out on some great relevant engagement with consumers.

Find out how Joe sees UGC benefiting big brands and how he advises students to break into the industry.

The Shiny New Object podcast is a production of Automated Creative, an adtech platform that turns brands' media impressions into marketing intelligence. Find out more at www.automatedcreative.net