From Cluttered to Curated

As we become more connected to social networks and those network connections expand, we quickly become inundated with noise. It’s becoming more and more difficult for us to filter and sift through the clutter to find actual information we find valuable. As many users are reaching a burnout point in social media,  curated content seems to be the answer for many users.  A few apps and services have popped up to help clear the clutter and make consumption a little easier; Paper.li, TweetMag, and Cadmus are just a few. These apps are useful and are gaining in popularity.

What does this mean for Brands? Curated content tools mean that being relevant is more important than ever in social media. Brand tweets and posts are just as threatened by curated content as T.V. broadcast advertising has been with PVR’s, on demand TV, and streaming online. If you’re not interesting or engaging you’ll simply be cut out or tuned out.

There are brands who are responding to this quite well, Red Bull and ING DIRECT are two that immediately come to mind. Both brands routinely offer content created by others to their followers.  ING DIRECT for example shares content  from Moneyville.ca and the Globe and Mail that they know will be of interest to their community online. Red Bull posts videos and photos of extreme adventure sports from events around the world, for their fans and followers to enjoy.  Even though the content isn’t directly from or directly related to any product or service from the Brand,  they understand that their community will find it interesting and engaging. And, atmospherically the content relates to the brand and helps reinforce the Brand’s personas in social media.

Brands have to up their game to get and keep the consumer’s attention. I know this statement just made some Brand managers quiver, but it really is time for Brands to move past the obvious Brand messaging and truly engage and join the community with relevant value add  content. Company news  and coupons will not be enough.  And, while they’re at it, legal departments will have to ease their grip on Brand communications in social media, so that Brand managers can be brave and get out there.

Are you using any of these tools?  Are you still following any Brands through them? Or do you use one we may not know about? Let us know by leaving a comment we’d love to hear if you are.