Social Media Butterflies
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Social Media Butterflies
Ins and outs if this then what? Does social media give you the butterflies in your stomach?
Curated by Robin Martin
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Content Curation Easier, Not Requiring Writing Skills and Big Time-Saver? I Don't Think So

Content Curation Easier, Not Requiring Writing Skills and Big Time-Saver? I Don't Think So | Social Media Butterflies |

Via Robin Good
Robin Good's curator insight, July 14, 2013 3:14 PM

I am under the impression that content curation is being hijacked by those who are interested in making you think that, if you adopt curation most apparent traits (picking and reposting valuable content from others) you may be in for lots of benefits and a significant time-saving bonus.

Rohit Barghava is the person who gave, back in 2009, one of the earliest and most appropriate descriptions for "content curation" and who also identified five key basic approaches to curating content.

To this day, those articles remain milestone references for anyone interested in content curation.

This week, in a post published on his blog, Rohit reminds his readers that there's an easy cure for those who can't write or create great content: curation.

He writes: "Here is the best part about content curation, though. It doesn’t require you to be a writer, or a filmmaker, or an on-screen commentator. Curation is inherently behind the scenes.

What it does require, though, is expertise. It requires the ability to think and collect. They are different skills sets than creation, but in a business environment..."

In my experience the art of content curation, unless we refer to the ability to spot apparently interesting stuff and to pass it on to others by sharing it online, is a much more difficult and unfamiliar endevour and it requires many more skills than those required to write a simple blog post on a topic.


To curate content, you first need, as Rohit rightly points out, to be able to find good, relevant stuff, without having the ability to write it yourself. True. But finding and being able to "recognize" good stuff is not an innate or intuitive skill unless you have trained yourself to do it.

Very few of those who want to do content curation for "content marketing" purposes, take the time to vet, read, verify and evaluate stuff before publishing it. This approach would negate the advantage they think they have gained: saving time and producing more content with little time and effort.

The same is true for collecting and organizing. Saving and archiving stuff may be relatively easy, but labeling, categorizing and tagging in ways that make your collection valuable and intelligible for many others and for a long time to come is not.

Morale of the story:

a) Supermarket caviar costs a few bucks, but it has nothing to do, beyond appearance to the real deal. Try the real caviar and you'll know the difference.

b) Who reaches the top of a mountain after a comfortable helicopter ride, does not have the same view of the guy standing next to him, who arrived there by climbin gup 4000 feet on his own feet. Though the view is the same, they see a very different panorama.

c) Finding and collecting things without proper vetting, categorization, contextualization and explanation, has, little or nothing to do with content curation. It has to do with content marketing which has, as its key goal, the "...acquistion of customers".

Wikipedia says: "Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers."

Content Marketing Institute says: "Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action."

One thing is to learn the skills of research, investigation and presentation and then get good at finding and collecting things that my customers are deeply interested in, for the purpose of saving them time while giving them valuable insight on a specific topic.

Another thing is spotting apparently relevant content found online and republishing it without taking any of the time-consuming steps that a true content curator would. An increasingly common practice, fueled by many of the content curation vendors content marketing strategies.

For those interested in quick results in terms of traffic, visibility and exposure, this does appear as a godsend.

But the end result, over time, is more noise, as reposting content with little analysis and no added insight generates lots of more shallow and often unreliable content pointers with little or no additional value.

Serious researching, analyzing, vetting and contextualizing is not easily replaced by retweeting or reposting interesting things one can find online.

While in some instances, "aggregation" can bring indeed some rapid and relevant results by simply collecting and publishing news on a specific topic, all the other forms of curation identified by the author require some dedicated analysis, research and writing abilties to fully express their potential.

In essence, I think that the idea that "if you can't write or do proper research you can always curate", is a pretentious and misleading proposition, which, over time, may ironically work against those adopting it.

Appropriate for content marketers, not for true curators 5/10

Original post:

(Image credit: Girl thinking by Shutterstock)

Deb Nystrom, REVELN's curator insight, July 15, 2013 10:56 AM

A helpful post with details by curator Robin Good that makes the points about Curation. That I'm sharing this on social media via ScoopIt makes another point, especially for readers here who share interest in social media curation. ~  Deb

Robin Martin's comment, July 15, 2013 3:34 PM
Absolutely Deb! I'm also sharing Robin's insights in my circles...great article and thanks for sharing, Robin!
Rescooped by Robin Martin from The Social Media Learning Lab!

Why McKinsey Says Social Media Could Add $1.3 Trillion to the Economy

Why McKinsey Says Social Media Could Add $1.3 Trillion to the Economy | Social Media Butterflies |

"It's a natural progression of a truly ubiquitous business process. Social media started as a fad, then became a trend, and is now becoming fully integrated in the fabric of how we do business."


Welcome news to the jobs-starved economy. 




The study states that, "two-thirds of this potential value lies in improving collaboration and communication within and across enterprises."   Microsoft's acquisition of Yammer and's purchase of Radian6 are evidence, as well as designated new internal productivity tools that will integrate into current business processes.


Think of the jobs-creation these new tools might influence.


Educate both the workforce and leaders on what social media is and how to access its power.

Retool to welcome the millennial workforce who takes access to social technologies as a given.


The study also states:

very few [companies] are anywhere near to achieving the full potential benefit of social media.
the most powerful applications of social technologies in the global economy are largely untapped
Via Henri Lefèvre, Deb Nystrom, REVELN
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Rescooped by Robin Martin from The Social Media Learning Lab!

Elite Leadership Tweets and the $1.3 Trillion Price Of Not Tweeting At Work -

Elite Leadership Tweets and the $1.3 Trillion Price Of Not Tweeting At Work - | Social Media Butterflies |

"Recently, the CEO of Oracle, one of the largest and most advanced computer tech corporations in the world, tweeted for the very first time and joined a club that remains surprisingly elite."

DN:  Twitter is peerless in its current, to the moment sensing of what is going on in the world and the ease with which connections happen.  Leadership + social, however, moves slowly, as attested by the CEO of HootSuite.  HootSuite has been my favorite twitter management tool, by the way.  


Leader reluctance to fully understand the impact and usefulness of social media may be to their company's detriment, via new findings released by McKinsey as well as learning which big companies are investing in social now.



Social technologies [can] free up expertise trapped in departmental silos. High-skill workers can now be tapped company-wide




Among CEOs of the world’s Fortune 500 companies, a mere 20 have Twitter accounts. Larry Ellison, the Oracle CEO, by the way, hasn’t tweeted since.


A new report from McKinsey Global Institute, however, makes yet another business case for social media:


According to an analysis of 4,200 companies by the business consulting giant, social technologies stand to unlock from $900 billion to $1.3 trillion in value.   At the high end, that approaches Australia’s annual GDP.   Two-thirds of the value ...rests in “improved communications and collaboration within and across enterprises...”     Any human interaction in the workplace can be "socialized"--endowed with the speed, scale, and disruptive economics of the Internet.




In the last year...Google, Microsoft, Salesforce, Adobe and even Oracle, spent about $2.5 billion snatching up social media tools.


...R&D teams brainstorm products, HR vets applicants, sales fosters leads, and operations ...forecasts and monitors supply chains.


Social technologies [can] free up expertise trapped in departmental silos. High-skill workers can now be tapped company-wide. sharing translates to a productivity windfall as "enterprise information becomes accessible and searchable, rather than locked up as ‘dark matter’ in inboxes.”


In the last year, the world’s largest enterprise software companies--Google, Microsoft, Salesforce, Adobe, and even Ellison’s own Oracle--have spent upward of $2.5 billion snatching up social media tools to add to their enterprise suites.


Even Twitter-phobic CEOs may have a hard time ignoring that business case.


Read the full article by Author Ryan Holmes, the CEO of HootSuite here.  Hootsuite is a social media management system with 4 million users, including 79 of the Fortune 100 companies.

Via Deb Nystrom, REVELN
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