Curation, Social Business and Beyond
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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation
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Can Curation Help Brands Build Powerful Audiences?

Can Curation Help Brands Build Powerful Audiences? | Curation, Social Business and Beyond |

This article was written by Josh Sternberg for digiday. I selected this piece because it definitely addressed this question and provided some very good insights and strategies that brands need to know.


It's very difficult for brands to amass sizeable audiences on their own nowadays says Neil Chase, SVP of editing and publishing at Federated Media.

**If a brand is an expert in a certain topic, their reputation might make them a credible source of information,”

Here are some of the takeaways:

**The best way to do it is to identify a high-interest topic that you want to be perceived as an expert in,” he said.

**“Curate that topic and provide some context around it. If you’re curating a lot of content in a topic area, over time that leads to expertise and credibility.”

**brands have to know each of their customers and have the credibility in their field to get consumers to trust the content they spread

**“Brands have a content story to tell,” said Colleen DeCourcy, CEO of Socialistic, a social media agency.

****“Some brands have data and research they have gathered in the creation of their products that can be contextualized and turned into content — which can give them both real authority on the topic and some real ROI for their effort.”

**Brands need to be careful in not only what, but how much they curate. 

**Brands need to make sure they’re not just regurgitating content, but instead offering readers/followers valuable information

**Steve Rubel, Edelman’s evp of global strategy and insights, suggests brands start by having an editorial point of view and deciding where the content will live — the brand’s site or aggregation sites like Tumblr or Pinterest.

**The plus side is that once you do figure out how you want to curate and it becomes part of your broader communications strategy — it’s pretty easy to establish a voice.

Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"

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The Future of Marketing 2012 and Beyond - Rethink, Reinvent, Renew [Video]

This piece and video is powerful, with great messages from thought leaders about what you need to do to stay relevant in 2012. It was written and posted by Glen Hiemstra, founder of, speaker, blogger and much more.

Glen says:

"I don’t think there is any question that future buying activity will be driven heavily by economics, that is, who can offer the most affordable quality.

But when there is a decision point between brand options, and price is not the key driver, then consumers will increasingly ask whether the brand demonstrates that it cares about its customers."

**Facilitating such shifts in attitudes about brands are all the tools and new assumptions about marketing.

**Chief among these is the shift of power to consumers

**the Net means that customers own the brand and are the primary marketers

**The Net is a megaphone for individual customers and their connected devices are all publishing tools now.

**Probably the most interesting, and even amazing thing about the Web in the past five years has been its metamorphosis from an information-consuming medium to an information-publishing medium for the average user.

**I think we are just now beginning to grasp what this means, from consumer interactions to revolutions in the public square.

He refers to an article "The Future of Marketing 46 Experts Share Their Predictions for 2012 from Business 2 Community.

Here's what caught my attention:

**“The importance of viral and shareable content will drive companies and brands to become more creative with their content, - Stephen Powers, President and Founder of Rightlook Creative

Curated by Jan Gordon covering, "Content Curation, Social Media and Beyond"

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Why Are More And More Marketers Paying For Blog Posts And Tweets?

Mitch Joel from Six Pixels of Separation has written this interesting article about sponsored tweets & blogs posts.


"Simply put: because it's working. As usual, eMarketer comes out with some new data that will - more than likely - rattle some cages (mine included!). From the news item, How Valuable Are Social Media Sponsorships?"


Here's what caught my attention:


What's easier: to start a Blog and build an audience or to buy your way into an existing/popular one?


That's not a trick question. It's obviously easier to "pay to play" and (sadly), Marketers have a reputation for doing whatever is faster, easier and cheaper (which could mean both money and time). While the eMarketer news item nets out with this thought: "Social media sponsorship can be a controversial practice, particularly if bloggers and other publishers do not disclose when they some type of compensation for a product or brand mention.


But as marketers continue to measure success and see the value in these mentions, doing social media sponsorships the correct way will become a more accepted practice,


"there's a bigger thought that I would urge Marketers to think about: don't make this type of marketing act like that type of marketing". (Good point)

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7 Roadblocks To Content Curation - What You Need to Know

7 Roadblocks To Content Curation - What You Need to Know | Curation, Social Business and Beyond |

This post was written by Romain Goday from Darwineco. The insights and suggestions in this article are excellent because they articulate the problem so clearly.

When you can see something in this light, it makes it easier to create a plan of action that is effective. This takes time but it can be done. More about this in the weeks to come, stay tuned.


We all want to be sure we are not missing important information. This post explores 7 roadblocks that are an impediment to curation.

**What differentiates successful professionals is their ability to take action before competitors so as to mitigate a risk or act upon an opportunity.

Here are a few things that caught my attention:

**Finding timely and relevant information on an ongoing basis about a specific subject is very challenging

Circles of Trust

**Today's information consumption is largely dependent on whom users "follow" online: social media connections, news sites (groups of publishers), bloggers and other information providers.

****It is easy to forget that critical information might come from outside those circles of trust.

**Most information is available on the Web, but focusing on the right information requires users to combine various tools in very creative ways

Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"

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The Future of Journalism - More Localized - Citizens Help Curate & Create News

The Future of Journalism - More Localized - Citizens Help Curate & Create News | Curation, Social Business and Beyond |

This article is written by Ross Dawson, for The Future of Journalism Blog. Ross is one of my favorite people - His blog is Trends in The Living Networks - he's a media futurist and one of the best!

Here are some highlights:

****Novelty, in uncovering newsworthy stories, remains as critical as ever, reinforcing the importance of traditional journalism. Investigative reporting will retain a central role in society.

****Increasingly this will involve data analysis, and often harnessing information and insights provided by many citizens.

****Reputation becomes even more important in a world of unfettered information production.

****We will have context-specific measures for the reputation of both publications and individual journalists,

****enabling their audience to decide whether to place credence in their views.

****Relevance relates news to individuals or small groups of readers, often through personalisation and localisation.'

****Journalists will provide value through a deep understanding of focused groups, the issues they face and the decisions they need to make.

****Community will shift to the centre of media revenue models, meaning that journalists will need to understand and engage well with communities of news consumers, often enlisting their assistance to curate as well as contribute to news reporting.

****Those journalists and publishers who recognise where value resides in the emerging landscape of news will prosper themselves, and create many-faceted wealth for us all.

Curated by JanLGordon covering "Content Curation, Social Media & Beyond"

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