Curation is the new engagement:
Josh Sternberg via Digiday
Curation is the vogue digital term for the ability to not only aggregate and distribute carefully selected information, but also to provide a unique voice on top of the original pieces of information. In the age of Twitter and Facebook, it seems like all the world is curators now. Brands want in on the action.
Brands are trying to establish themselves as trusted sources of information. Hop onto Facebook, Twitter or Tumblr, and you’ll see brands that gather up articles from all sorts of publications and push them out to their followers. For example, look at IBM’s Tumblr, A Smarter Planet, which is a stream of curated content focused on areas of Big Blue’s core competencies. Or there’s American Express’ Open Forum Tumblr (yes, Tumblr is apparently a good platform for curation) that has cultivated a business community online by providing relevant tools and information to help business owners succeed.
“If a brand is an expert in a certain topic, their reputation might make them a credible source of information,” said Neil Chase, svp of editing and publishing at Federated Media. “But if a company that makes toasters gives health advice, they might not be credible. If they’re sending out recipes, that’s a reason to trust them.”
There’s little doubt that brands can amass sizable audiences of their own nowadays. Show me a chief marketing officer who isn’t interested in an owned, earned, paid media model — often in that order — and I’ve got a bridge in Brooklyn to sell you. It’s been four and a half years since Nike marketing chief Trevor Edwards plaintively said, “We’re not in the business of keeping media companies alive.” Translation: We can build direct connections with audiences, thank you very much.
The devil is in the details. Brands aren’t set up to be publishers. They don’t necessarily understand the editorial process or have the stomach for the length of time it takes to build an audience. Take AmEx’s OpenForum, for instance. It took four years to get 1 million people aboard, and now it gets about 150,000 unique visitors per month. They have the resources to build and cultivate an audience others may not. Additionally, OpenForum was put on the shoulders of the end-user: small-business owners. These business owners are able to communicate and share ideas with one another, but they must be American Express Cardmembers. AmEx recognized the need to provide small-business owners with a connection platform and information that will help their business succeed.
“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.”
Publishing content in 2012 can be immensely complex or surprisingly simple, depending on your approach. Curation straddles the line. It can be difficult figuring out not only what tools to use, but also what platforms and, of course, what content to share. The plus side is that once you do figure out how you want to curate — how it becomes part of your broader communications strategy — it’s pretty easy to establish a voice.
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 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.”
A few points: a curator must be able to tell the difference between great and good work (‘content’), and have a strong and insightful perspective. Great curators are usually people that have been doing it for some time. This is not something you take up on Monday and find yourself Friday with tens of thousands of followers.