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Content Curation: Truths, Threats, Motivations and Opportunities

Content Curation: Truths, Threats, Motivations and Opportunities | SOCIAL MEDIA, what we think about! | Scoop.it

This is a cross-post from Altimeter Group Researcher Jaimy Szymanski. I excerpted from the article:

 

"Curation is taking over the digital content scene. With related applications and platforms multiplying, the act of collecting and sharing content has become second nature for most of us.

 

When talking data it’s far simpler to look at all the content out there and curate, rather than analyze the gaps and create new, original content to fill them.


This brings up some unnerving questions as well:
- With curation on the rise, what effect will this have on the creation of new, interesting, valuable and thought-provoking content online?
- When (if at all) will curated content be accepted as unique content?
- What happens when curators far outnumber creators?

 

But, upon taking a closer look behind the why of curation, the researcher found potential value pulling some data from Trendstream.

 

***Motivations Behind Content Curation and Sharing:

1) Motivations behind curation are positive: to share a good experience, to help consumer pick out good product and to encourage company improvement.

 

2) Millennials share content focused on “self.” As generations get older, secondary motivation shifts to a bigger picture though, to helping consumers. Add to that the fact that many have grown up recognizing technology as a platform for both utility and self-expression or promotion.

 

3) Fostering expertise is among lowest motivations. I predict that curated content will increasingly be more accepted as “original” content over time, as long as it contains some unique insight or alteration.

 

***Where Curation Opportunities Lie:

Curation will prove to be a very positive trend for marketers who are looking to affect their audience via way of content marketing.

It’s quite possible that content curators will also begin to be recognized as influencers in their respective industries, and organizations will treat them as such.

 

I’ll end with a few final thoughts: 

1) The amount of content curated will rise and fall in cycles, as shared content depends on original content creation to survive.
2) Organizations will weave curation into their content strategies, at the very least to ensure sharing of their content is as simple as possible for consumers.
3) Application development – both web-based and mobile – will continue to support the curation trend."

 

Read full article here: 
http://www.altimetergroup.com/2012/03/content-curation-truths-threats-motivations-and-opportunities.html


Via Giuseppe Mauriello
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Giuseppe Mauriello's comment, March 28, 2012 10:18 AM
@Karen...thank you so much for appreciation about this article and my topic!
neulabs's comment, April 2, 2012 2:14 AM
great curation page martin - TQ
Martin Gysler's comment, April 2, 2012 4:48 AM
Thank you neulabs, I appreciate your support :)
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What Are The 7 Elements Of Influence Power On Twitter?

What Are The 7 Elements Of Influence Power On Twitter? | SOCIAL MEDIA, what we think about! | Scoop.it

Twitter has added 100 million users so far this year and is the platform of choice if you want to follow, search and engage with people in a particular niche or industry. In fact Twitter was never created to be a social networking platform and still today Twitter does not claim to be a social media channel stating on its blog.

 

“Twitter facilitates social networking, but it’s not a social networking website“.

 

Despite this claim it certainly is a place where you can in real time and in short sentences communicate with other people globally. It allows you to promote your content and receive feedback and if people like what they read they will retweet your tweet to their followers.

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Socmetrics Offers Fast, Simple Influencer Identification

Socmetrics Offers Fast, Simple Influencer Identification | SOCIAL MEDIA, what we think about! | Scoop.it

A new influencer identification tool has emerged that has quite a bit of promise. Socmetrics, a one-year-old company out of Boston, is similar to mBlast in that it looks at influencers through a topical filter. While Tom Webster may very well be influential in the worlds of social media marketing and market research, he is also an influential voice on wine. And mining his conversations and those around him shows that if you’re looking for it. Tools like Klout, which look at influence in more of a reach-based formula, don’t make topical distinctions very well. Socmetrics does.


Added to the topical focus is the fact that Socmetrics also offers pre-curated lists over over 100 categories. So you don’t have to start with a broad, keyword search that tends to push back a lot of junk data. Instead, major categories have been culled for accuracy and many broad topics (social media, automotive, moms, etc.) have already been cleaned to ensure the data is good...

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5 Reasons Social Media Measurement is Making You Lie to Yourself

5 Reasons Social Media Measurement is Making You Lie to Yourself | SOCIAL MEDIA, what we think about! | Scoop.it

Social media measurement causes unsavory (and ineffective) marketing behavior because unlike the rest of our marketing key performance indicators, social media metrics are out there for anyone to see.


Was it a surprise last week when Presidential wannabe Newt Gingrich was (allegedly) busted for having 1.3 million followers on Twitter, most of which were bots and fake accounts? Not really. It may have raised an eyebrow that someone applying for the most important job in the world would (allegedly) stoop to fakery to boost follower counts. But despite some initial reluctance, politics has embraced the social media Egosystem as much or more than any other industry.


(Nice analysis on it from Ian Lurie over at Conversation Marketing)


Being a former political consultant myself, this kerfuffle got me pondering about social media measurement and the bigger lessons of key performance indicators. I see five.

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Carey Leahy's comment, January 12, 2012 6:49 PM
Shared through facebook group - quality vs quantity!
Martin Gysler's comment, January 13, 2012 3:45 AM
Hi Carey, I'm glad you like this post and thank you to spread it to your online world. Cheers! Martin
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10 Productive Tasks You Should Be Doing On Google+ Right Now

10 Productive Tasks You Should Be Doing On Google+ Right Now | SOCIAL MEDIA, what we think about! | Scoop.it

Google+ had a hot start, but has since cooled down. For a lot of people, that means ignoring Google+. I want to warn you that is a bad idea.

 

Although the lights are on and it seems like nobody is home, trust me: there are people there. And they are the very people who can have a huge impact on your blog and business.

 

Why Google+ isn’t going anywhere

 

Google+ is designed to draw you away from both Twitter and Facebook. And in time, it could do this.

 

Yes, Facebook has over 800 million users. People like to state that number and then say “Facebook isn’t going anywhere.” Fair enough. But people do migrate. It happened to AOL. And it could happen to Facebook. In fact, former Facebook president Sean Parker says influencers are already moving from FB to Twitter and Google+.

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Social Media A to Z Series: I is for Influencer, 10 Characteristics of an Influencer

Social Media A to Z Series: I is for Influencer, 10 Characteristics of an Influencer | SOCIAL MEDIA, what we think about! | Scoop.it

For a second, let’s put social media aside. Really, just for a second. Life is built on relationships. Different types of relationships. As a teenager, we knew that there was a group that set the fashion trend. There was a group that knew everything about basketball or hockey. However, within those groups there were one or two among them that lead the whole direction of how that group thought. If they said something was good or bad, that was it. That opinion would spread like wildfire and before you knew it, everyone else agreed and were wearing or buying accordingly. They had huge influence on others.

 

Fast forward to today. As adults, we experience similar influences though it might be a little more challenging to identify at times. Perhaps a good and recent example is the fashion trend being set by Kate Middleton...

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