Curation Nation: How to turn information overload to your advantage

Simon Mainwaring / Advertising / 8 years ago

There is an overwhelming amount of information available to us all on the web each day, not to mention what is shared with us by our family, friends, fans and followers.  This necessitates the need to filter through all that information and to decide for ourselves where to put our attention. As Stephen Rosenbaum outlines in his great new book, Curation Nation, this opportunity is even more important than that especially for brands.

Stephen Rosenbaum is spot on when he sees the role of curation as critical to the success of brands and businesses hoping to capture the attention of online consumers in the future. Not only is the amount of information we ingest everyday becoming unmanageable, but the Internet is quickly shifting towards the personalized web in which websites will be framed around our individual interests, values or concerns (as determined by our data captured in the past) as opposed to the current ‘one size fits all’ approach.

With this in mind, Curation Nation explains how a brand must curate the content offers its community in line with their shared values. That way the customer’s experience of the brand is both manageable and defined. Rosenbaum provides insights from leading thinkers in advertising, publishing, commerce and web technologies to detail the the art of effective curation. Without this skill, every brand runs the risk of being lost in a sea of noise created by the tireless stream of information pouring out from the web each day.

Do you believe brands effectively curate the information they share?  What techniques has your brand used to do this effectively?


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  1. The concept of a brand as a curator seems to still be relatively new. While brands get that there are tools that make curation possible and they tend to jump on the notion of curation as a cost-effective path to content marketing, there’s the bigger picture of the brand as an expert in their domain that is missing. There’s a real opportunity for brands to help their current and potential customers filter the deluge of content in a meaningful way but to do so the brand will need to take curation as a skilled capability seriously and treat the role of curator much like a museum would – trusting it only to those well-schooled in the domain and the audience.

    1. Thanks and so agree. There is such an opportunity for effective curators. It
      wouldn’t surprise me if brand start hiring Chief Curation Officers. Thanks
      for the great comment. Simon

  2. Avatar Anonymous says:

    My fear with information aggregation around “shared values” is that we will never hear the other side of the story. We will continually have our own opinions reinforced without taking time to learn why someone disagrees with us. In effect, we’ll never grow and learn.

    1. Interesting and a good point. Yes, we always need feedback and
      counterpoints. Perhaps our best hope for that is human nature that always
      sees the other side of things as well. Thanks. Great note.

  3. I agree. Information, marketing and now curation has been democratized. this
    will transform the business marketplace. I agree, exciting times! Thanks.

  4. Avatar Sergio Lage says:

    Organizations and brands do have tools and software to track the amount of information and inputs ‘crested’, shared and extended in the web, they are also training personnel to capture and curate the relevant shared values alongside their strategic interest and experience communities and influencers. But how can one listen, interpret, curate and respond to  such greta amount of inputs? It IS not possible and it will be more and more difficult. Reality is so vast, the sociologists in the XIX century had realized that, very long ago! We have first to search and curate the right meeting points, the right communities, the right conversations, the best highlights. I guess Netnography has lots to offer and i guess we all have to become sort of anthropologists and start not just to curate but also interpretors of this new challenging sphere. Sorry for my english. Sergio Lage from Brazil. Thanks

    1. Thanks Sergio and I agree it places difficult demands on all of us to be both anthropologists and curators. But the density of information and access to technology is demanding this of us either way and I believe it is best to take these demands head on. How they are integrated into business is another problem altogether, but it is an undeniable demand of the social business marketplace. Thanks for your great feedback. simon

  5. Avatar Dahye Lee says:

    it’s time for curating contents!