First and foremost, if you curate because you don’t have enough time to create, you are minimizing the value of creation and the power it has to give your company and brand a voice and a position in the marketplace. When faced with the choice between curating and creating, in terms of prioritizing and allocating time, until all your basic creation needs are met, curation should almost always come second.
Next, by sharing other people’s information (curated) in place of your own (created), while you may be providing value to your audience by becoming a valuable content resource, at the same time, you may be harming your ability to differentiate yourself. Your brand’s promise can only be fulfilled through your voice. It’s a fool’s errand to believe that can be achieved with curation alone. Yes, curating has its benefits; for companies/brands though, curation should not be at the top of the list for attracting attention, generating interest and influencing decisions on the social web. That’s creation’s place.
Via Tom George