Tag Archives: Storify

Content Curation

When it comes to content curation platforms, I don’t see them having much benefit for companies looking for a social media strategy at this point in time. Platforms such as Tumblr, Pinterest, Storify, and Delicious don’t yet compare to the opportunities that Facebook and Twitter can provide. Maybe it’s my lack of knowledge on content curation platforms, but they aren’t appealing to me as PR or marketing tools.

Content curation is all about collecting, rather than producing. Take Tumblr and Pinterest for example. Both platforms are known for its reblogging and re-pinning features (pictures, quotes, music, small blurbs). If an individual likes something they’ve read or seen, they collect it by reblogging it onto their Tumblr or Pinterest board. I can’t say too much for Pinterest since I don’t use its services, but the way I perceive it, there are thousands of Tumblrs out there that are just collections. In other words, there is nothing original or substantial. Of course, this negative outlook on Tumblr stems from me being a creator. I use my Tumblr as an actual blog for introspection and as a place for creativity. The majority of people I follow are those that provide original content, allowing me to learn from them, think about what has been said, and be inspired. I, and the people I follow, are exceptions.

Without a doubt, Tumblr and Pinterest works well for individuals. That is, both are good sources of entertainment (and maybe even inspiration) for users. However they aren’t as effective for companies. That’s not to say they are ineffective period, but they aren’t universally beneficial for every company. Content curation on these platforms is more about personal branding. Fashion, photography, publishing, and media companies work best with Tumblr and Pinterest since reblogging helps spread their brand to a wider audience. Nevertheless, Tumblr and Pinterest falls short in that dialogic communication is limited. In addition, they are audience specific. While Pinterest sways more toward women, Tumblr focuses on a younger crowd.

Platforms like Delicious and Storify are a different story. Unlike Tumblr and Pinterest, Delicious mainly reblogs news and articles. Though I do like the idea of content with more substance, I’m not sure how companies would use Delicious. Therefore, it’s not much different from Tumblr or Pinterest as another branding ploy. I have less to say about Storify. It is a good PR and marketing research tool for companies to see who’s tweeting about them and what kind of response they’re receiving. Still, I don’t see Storify lifting off any time soon or having other usages.

Overall, while content curation platforms are fun and entertaining for individuals (especially collectors), they aren’t too helpful for companies at large at the moment. Perhaps that will change later down the line, but I find they’re still steps behind Facebook and Twitter, which can be used to listen, talk, energize, support, and embrace.