Much of journalism today is citizen-oriented, or citizen journalism, as it's often called. This means there are sites where regular people can posts stories, photos, and videos for the public to view. Often, news-sources won't be able to send out reported or photographers in time to capture an event, so they'll display user photos, instead. For example, the worst of the recent storm in NYC that many speculated to be a tornado lasted less than 30 minutes. The New York Times has a gallery of user photos for the storm and its results.
Think about how popular social media is today. Blogs often succeed because of user interaction. Allowing users to send in photos, comment on blog entries, and share stories on Facebook and Twitter has become essential to success. So, think about it. What have you done to interact with your customers and keep them involved with your business?