Building Thought Leadership through Content Curation

BuildingTHOUGHT LEADERSHIP in an age ofCURATIONPresentation by Corinne Weisgerber, Ph.D.St. Edward’s University • @corinnew

cu • ra • tor

cu • ra • torSomeone who plans and oversees thearrangement, cataloguing, and exhibitionof collections. S/he describes andanalyzes valuable objects for the benefitof researchers and the public.

contentIS KING

content

contentcreated

content aggregatedcreated

content aggregatedcreated curated

contentcuration vs. aggregation

sper•ma•lo•gos - a bird picking up seeds here and there.A loafer in the marketplace who picks up scraps of learning& then parades them around without first digesting them.

An aggregator simply bundles together pieces of info without providing a frame or contextualizing them.

Is bundling tweets and repackaging them in newspaper style format really curation?

A curator adds a point of view and contextualizes the info s/he is culling together thereby framing the message

“ Anyone can collect links, and algorithms can aggregate. But only trained editors have the skills to select and collect the best information and build a “ loyal audience. - Mark Briggs, Journalism Next

curationHow to become a KING

STEPSto successfulcuration

findSTEPSto successful track selectcuration engage editorialize share arrange create

1. FIND • Identify your niche

1. FIND • Identify your niche • Find content sources

1. FIND • Identify your niche • Find content sources - set up a network (PLN)

1. FIND • Identify your niche • Find content sources - set up a network (PLN) • Aggregate what you discover

“ The summation of human experience isbeing expanded at a prodigious rate, andthe means we use for threading throughthe consequent maze to the momentarily“ important item is the same as was used in the days of square-rigged ships.

“ The summation of human experience isbeing expanded at a prodigious rate, andthe means we use for threading throughthe consequent maze to the momentarily important item is the same as was used in the days of square-rigged ships. “ Vannevar Bush, 1945

2. SELECT • Filter content

2. SELECT • Filter content • Select content:

2. SELECT • Filter content • Select content: - quality

2. SELECT • Filter content • Select content: - quality - originality

2. SELECT • Filter content • Select content: - quality - originality - relevance

3. EDITORIALIZE • Contextualize content

3. EDITORIALIZE • Contextualize content • Introduce/summarize

3. EDITORIALIZE • Contextualize content • Introduce/summarize • Add your perspective

A retweet with no comment of your own can easily be seenas a sign of approval of what you’re relaying. For instance:RT @jonescampaign smith’s policies would destroy ourschoolsUnadorned retweets must be avoided. Use colons &quote marks to make clear you’re simply retweetingopinionated material.RT Jones campaign now denouncing smith on education:@jonescampaign smith’s policies would destroy our schools

Arrange4. • Sort content

Arrange4. • Sort content • Rank content

Arrange4. • Sort content • Rank content • Lay out content

Arrange4. • Sort content • Rank content • Lay out content - Juxtaposition

INFO MOLECULES“A curator is an information chemist. He or she mixes atoms together in away to build an info-molecule. Then adds value to that molecule.” - Scoble

CREATE5. • Decide on a format

CREATE5. • Decide on a format - Paper.li, Scoop.it

CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful

CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation

CREATE5. • Decide on a format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation • Credit sources

SHARE6. • Identify your audience

SHARE6. • Identify your audience • What media do they use?

SHARE6. • Identify your audience • What media do they use? - share where they are

SHARE6. • Identify your audience • What media do they use? - share where they are • Sharing as a lagniappe

7. ENGAGE • Host the conversation - Provide space - Participate - Animate

8. TRACK • Track engagement

8. TRACK • Track engagement • Track thought leadership

8. TRACK • Track engagement • Track thought leadership • Improve

curationEXAMPLES from the eld of journalism

“ Every company needs to become a media company - Tom Foremski “

AndySenior Strategist @ NPRCARVIN

Bing’s editor’s picks

Cattenom:World’s 7th largest nuclear power plant

Cattenom:World’s 7th largest nuclear power plantFirst nuclear power plant to tweet

.5% ()623 Tweets IndividualsMarch 11 - April 11Major Switch to Retweets 31.1% (194) Industry 18% (112) Gov. orgs .2% () Automotive 12.7% (79) Orig. Tweets 28.9% (180) News 8.7% (54) Politicians

An aggregation of industry, gov. & media voicesLearned the language of RTs

Curation using Scoop.it

Disney’s Campaign Why use visitor’s video footage?

creditsCorinne Weisgerber, Ph.D.Asst. Prof. of Communication St. Edward’s University Twitter: @corinnew

http://www.scoop.it	22663
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Building Thought Leadership through Content Curation

von Corinne Weisgerber am 16. November 2011

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Building Thought Leadership through Content Curation Presentation Transcript