The Longest Week: Brands as Curators
OK. So “curation” has finally become the ad/social media agency “it” buzzword/”must have.” Social media content curation is all about: sharing, value, relevancy, and interaction/engagement. I imagine most brand, SM, and ad agency types are/haven been selling this to their CMO & VP clients like crazy.
My issue is that it all too often, EVERYONE fails to ask a few simple questions: How will it move my business forward? Is this the best, most effective way to blow through our goals? Is this the best use of marketing resources (staff, $$$, effort)? Why?
Or is this just the new, hot check box for my marketing mix…just like podcasts, microsites, rich media banners, blogs, facebook, twitter feeds, tumblr, etc., etc.
Curators = Humans
Just published a piece on Digiday about how brands are stepping up their curation game and what it means for consumers of content, as well as consumers of the brand.
Brands need to be careful in not only what, but how much they curate. There can’t be articles that make the reader question why…