Skittles.com is doing something really cool at the moment – they’ve effectively turned their whole website into a social media portal for user generated Skittles content.

Their homepage is now simply the Twitter search page for ‘Skittles’, which has resulted in them being the most talked about thing on Twitter today, as well as their website being the most popular tweeted link.

The product pages are going to the Skittles Wikipedia page, media page goes to the Skittles YouTube channel and the Photos page goes to the Skittles Flickr photostream.

Right now they’re the talk of the web.

Why would such a large and established brand risk something like this on their main website? It’s a testimony to the increasing power of user generated content and social media marketing. When was the last time you talked about Skittles?

Allowing your entire website’s content to be dictated by the world is a bold move, but giving users the platform to talk directly to you and to each other about your products or services is becoming increasingly important – and social media lets you do this.

Your customers will talk about you on the web regardless; the least you can do is be at the centre of it.