Magazine article Marketing


Magazine article Marketing


Article excerpt

As sharing and information overload abound, curation is becoming an art form. George Nimeh explores the origins and future of collecting, sharing and profiting from the social web.

Charles Leadbeater, in his book We Think, coined the phrase 'We are what we share'. The thing is, we're sharing more information than ever before, thanks to sites like Facebook, Twitter and YouTube Simultaneously, smartphones are making it as easy as one, two, three: publish.

'People stare into a fire hose of information every day, and it's having an impact. They're actively seeking ways to not only filter and organise what they find, but also to less stressfully consume more content.'

That quote from a recent white paper from the US agency Engauge refers specifically to Pinterest, but also describes a meta-level trend.

Let's look at a few of the players in the curation game and determine what role it plays in modern marketing.

Wikipedia (2001) The mother of all web curation experiments has grown in size, scale and importance over the years. Today, there are more than 22m articles in 285 languages, 35m registered users and 100,000 active contributors. Does your organisation offer a free, open place for digital collaboration?

Reddit (2005) Normally a home to random cat photos destined to go viral, Reddit showed itself as a valuable place to find out what was happening the night of the recent cinema shooting in Aurora, Colorado. The site's ability to allow its community to collaborate, comment and curate news in real-time was incredible. What tools does your company offer employees or customers that let them share and collaborate?

Twitter (2006) If you follow more than a few hundred people on Twitter and you're trying to catch up on a specific topic, there's nothing more tedious than trying to navigate a stream of random tweets. Topic-based lists help cut through the clutter. Have someone in your company create a Twitter list of people particularly relevant to your business Distribute it everywhere, internally and externally.

Pinterest (2008) This red-hot start-up has surpassed Twitter, StumbleUpon and Bing in terms of the traffic it refers to other sites. In other words, by allowing people to gather and organise things they like into shareable collections, Pinterest generates a ton of outbound traffic. …

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