Content Curation or Spam

April 11, 2012

Ever notice how things around us change, that actually changes our behavior, but we haven’t really noticed it. Like pumping our own gas for those old enough to remember “Filling Stations”. And while there are dozens of changes happening everyday sometimes they slip our awareness.

One thing that marketers are doing today that they never really did before is Curating Content. In search of the Holy Grail, digital marketers are constantly posting links to twitter and Facebook and LinkedIn all in hopes of getting a share, a retweet and a click through.

When Did We Become So Share Conscious

Somewhere along the line someone convinced marketers that the more content you attempt to share you may pick up some business. There is so much content being shared today it is dizzying. And with that, most of it is boring, boring, boring. Many marketers are sharing the same stuff we are all already reading every day, and to continue sharing that stuff to your audience makes you a commodity.

Why Are You So Boring

As with most businesses and brands, they are boring, and so is most of the content sharing and content marketing going on. We are flooded with content being pushed at us by our social connections. At what point is this just more Spam, but instead of coming from businesses it is coming form our Social Connections.

While Everyone Can be a Publisher Doesn’t Mean They are Good at It

Digital Marketing, Content Curation, Social Media Marketing or whatever the name of the day is has an inherent positive, which is that anyone can do it. It has a very Low Barrier to Entry. But that is a double edged sword, and the ramification of that is increased noise in the social space.

Content Curation

We penned an article over on Jason Fall’s Social Media Explorer blog a while back on Content Curation titled Is Content Curation the New Community Builder;

Media Curation is a complex subject among media professionals, with notable professionals both for and against the practice. Mark Cuban, a well known owner of media properties and sports teams has said that media Aggregators are “vampires” and content creators that don’t ban these so-called vampires are “showing their neck” and likely to have their lifeblood sucked try. Cuban is not alone in this position, many media companies including Rupert Murdoch’s NewsCorp have taken a stance against content aggregation and curation.

As with many things, Content Curation is a skilled trade, and is much more than reposting links to stories, and adding your own new tag line. If we are all reading the same stuff, what does make for a good “Share”? What should the “Sharable Rules” be? And, are we actually doing more harm to our brand by “Over Sharing”?

We would love to hear your thoughts on this topic.

Eric Brown

Eric’s background is rooted in the rental and real estate industries. He founded metro Detroit’s Urbane Apartments in 2003, after serving as senior vice president for a major Midwest apartment developer. He established a proven track record of effectively repositioning existing rental properties in a way that added value for investors while enhancing the resident experience. He also established Urbane Media, a social media marketing and PR laboratory, where innovative marketing ideas are tested. Eric has been featured in Entrepreneur Magazine and Business Week Magazine. You can connect with Urbane_Media on Twitter. Eric also writes regular articles for the following publications;  Multi Housing News Social Media Examiner Search Engine Guide

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