You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Commentary: Consumer-Generated Media Is Fragile -- Don't Mess It Up Nielsen BuzzMetrics's Pete Blackshaw on the Pitfalls of 'Chatterbacking' By Pete Blackshaw, Published on September 05, 2006 0 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.