Building Thought Leadership through Content Curation

CURATIONPresentation by Corinne Weisgerber, Ph.D.St. Edward’s University • @corinnew

THOUGHT LEADERSHIPin an age of

Building

cu ra tor• •

Someone who plans and oversees the arrangement, cataloguing, and exhibition of collections. S/he describes and analyzes valuable objects for the benefit of researchers and the public.

cu ra tor• •

contentIS KING

content

contentcreated

contentcreated

aggregated

contentcreated curated

aggregated

contentcuration aggregationvs.

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.

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?

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

KINGcurationHow to become a

KINGcurationHow to become a

STEPSto successfulcuration

find

select

editorialize

arrangecreate

share

engage

trackSTEPSto successfulcuration

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

1.

The summation of human experience is being expanded at a prodigious rate, and the means we use for threading through the 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 is being expanded at a prodigious rate, and the means we use for threading through the consequent maze to the momentarily important item is the same as was used

in the days of square-rigged ships.

“ “Vannevar Bush, 1945

• Filter content

SELECT2.

• Filter content• Select content:

SELECT2.

• Filter content• Select content:

- quality

SELECT2.

• Filter content• Select content:

- quality- originality

SELECT2.

• Filter content• Select content:

- quality- originality- relevance

SELECT2.

EDITORIALIZE

• Contextualize content

3.

EDITORIALIZE

• Contextualize content• Introduce/summarize

3.

EDITORIALIZE

• Contextualize content• Introduce/summarize• Add your perspective

3.

A retweet with no comment of your own can easily be seen as a sign of approval of what you’re relaying. For instance:

RT @jonescampaign smith’s policies would destroy our schools

Unadorned retweets must be avoided. Use colons & quote marks to make clear you’re simply retweeting opinionated material.

RT Jones campaign now denouncing smith on education: @jonescampaign smith’s policies would destroy our schools

Arrange• Sort content

4.

Arrange• Sort content• Rank content

4.

Arrange• Sort content• Rank content• Lay out content

4.

Arrange• Sort content• Rank content• Lay out content

- Juxtaposition

4.

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

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

CREATE• Decide on a format5.

CREATE• Decide on a format

- Paper.li, Scoop.it5.

CREATE• Decide on a format

- Paper.li, Scoop.it- Storify, Storiful

5.

CREATE• Decide on a format

- Paper.li, Scoop.it- Storify, Storiful- Twitter curation

5.

CREATE• Decide on a format

- Paper.li, Scoop.it- Storify, Storiful- Twitter curation

• Credit sources

5.

SHARE• Identify your audience

6.

SHARE• Identify your audience• What media do they use?

6.

SHARE• Identify your audience• What media do they use?

- share where they are

6.

SHARE• Identify your audience• What media do they use?

- share where they are• Sharing as a lagniappe

6.

ENGAGE • Host the conversation

- Provide space- Participate- Animate

7.

TRACK• Track engagement

8.

TRACK• Track engagement• Track thought leadership

8.

TRACK• Track engagement• Track thought leadership• Improve

8.

curationEXAMPLES

from the !eld of journalism

Every company needs to become a media company - Tom Foremski

“ “

CARVINAndySenior Strategist @ NPR

Bing’s editor’s picks

Cattenom:World’s 7th largest nuclear power plant

Cattenom:World’s 7th largest nuclear power plant

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

.2% ()Automotive 12.7% (79)

Orig. Tweets

8.7% (54)Politicians

28.9% (180)News

31.1% (194)Industry

.5% ()Individuals

18% (112)Gov. orgs

March 11 - April 11623 Tweets

Major Switch to Retweets

An aggregation of industry, gov. & media voices

Learned the language of RTs

Curation using Scoop.it

Disney’s CampaignWhy use visitor’s video footage?

Disney’s CampaignWhy use visitor’s video footage?

creditsCorinne Weisgerber, Ph.D.Asst. Prof. of Communication

St. Edward’s UniversityTwitter: @corinnew