Curation is a tactic of driving engagement through online product promotion. Curation is a subtle (we think subliminal) technique of setting a tone (or you might say it is a process of building a theme) with content, or for that matter, products. In our opinion, a definition offered by Minter Dial, What is Social Curation? The 3 key success factors is helpful on the topic, and certainly worth a read.
Curation is nothing new to the Internet. In fact, Delicious, which has been around for years, is an almost pure example of curation. What’s different about curation in 2013, and of interest to us from an online product promotion perspective, is the opportunity afforded to tech businesses to pursue joint marketing opportunities, reciprocal blogging and even linking, within the context of an active content curation program. In fact, strategic alliances can be presented, quite effectively, to an audience through a shared content theme, which has been assembled by curating specific content which is presented, consistently by all parties in the strategic alliance.
Certainly every social media venue, whether one looks to Twitter, Facebook, Google Plus, or LinkedIn, is built on curation. In the case of Facebook, at its purest level, the content curated amounts to the personal artifacts of friends who all like the same things. These artifacts can amount to no more than electronic scribbling on Walls. Not to be outdone, the same process can be accomplished with Google Plus, LinkedIn and even Twitter.
We think the day has still not arrived when curation will successfully demonstrate its usefulness as a method of driving engagement. For example, do Twitter users really care about who they follow for any other reason than to attempt to capture an opportunity of collecting a new follower as the result of re publishing someone else’s Tweet at just the right time to capture the interest of a new set of eyes.
On the other hand, if a tech business marketer understands the role, which we think is a subtle one, that curation plays as a nevertheless essential method of building an appealing, familiar surrounding for one’s audience, then we think the important points will have been communicated. For the record, we have no success, to date, implementing curation as a method of driving engagement. Further, from what we understand of the history of Delicious, we think that a truly effective method of capitalizing on this activiy has yet to be found for online product promotion.
© IMB Enterprises, Inc. & Ira Michael Blonder, 2013 All Rights Reserved