In CFM, the content is created by the corporations, but 'fortified' or strengthened by the user community.
By Pete Blackshaw, talking about the Dove Beauty campaign at http://www.clickz.com/showPage.html?page=3623811
"Unlike the vast majority of viral videos out there, this ad was 100 percent brand or agency created. But it was fortified by intense consumer commentary, conversation, and dialogue. Put another way, co-creation was an end results but not the starting point. Looking ahead, expect CFM to become a key success criteria for brands looking for tangible evidence of consumer appeal, involvement, and engagement. Every Super Bowl ad, for instance, has latent potential as CFM, but it's not a guarantee."