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In our communications efforts, we seek to convey and affirm the brand of our institution. But our community is already doing that everyday through the content they share and create. We can integrate that content into our communications efforts through curation. But what does that mean, and what does it entail? Our Apr. 10 webinar explained what curation needs to be effective, the tools of the trade and examples of effective content curation in higher ed.
#meetcontentEffective ContentCuration in Higher EdGeorgy Cohen@radiofreegeorgy
“My role is digital media curation!”“Am I supposed to know what thatmeans?”“Ha ha! I look down on you for notunderstanding my trendy jargon!”“Maybe you could just tell us whatcuration means.”“Fine. Let’s try that. It means um...um... Is it too late for me to overlookyour ignorance and move on?http://mcont.co/dilbertcuration
“[Curation is] the act of continually identifying, selecting and sharing the best and most relevant online content and other online resources on a speciﬁc subject to match the needs of a speciﬁc audience. Ann Handley Co-author, Content Rules3
Jumble Criteria • Jumble posts should generally not feature press hits (e.g. ar8cles on CNN.com). • It should be user-‐generated content (for example, YouTube videos, blog posts, TwiEer accounts, etc.). While a media hit may be included in a Jumble post, it should not be the core around which the post is built. • Always cite sources and credit appropriately ◦ Many YouTube videos – say, shot at a cappella concerts – are hard to cite as “John Smith, E11, ﬁlmed the Bubs singing this song” – use your judgment as to where cita8on and credit is required. • Discovering that a TuUs en8ty (e.g. department, student group) is on Facebook, TwiEer or has a blog is enough for a Jumble post, assuming their content on those channels is interes8ng and worthy of men8on—consider ci8ng a recent tweet or FB post ◦ When pos8ng about blogs, reference the subject maEer of a recent post and include a quoted excerpt using the <blockquote> func8on in Wordpress. • Students, alums, faculty and staﬀ who created the content (not necessarily everyone men8oned or appearing in the content) should ideally be able to be iden8ﬁed by name (by which we can then learn years, 8tles, etc.) ... • Student groups should be iden8ﬁable (e.g. which a cappella group is featured in the video) ◦ This is so we can add the appropriate context of linking to their website, Facebook page, etc. • Content should be recent (e.g. not video from an a cappella concert last fall) • If we are unsure of the connec8on to the university, or the connec8on is tenuous, do not post • Review content thoroughly (most speciﬁcally, watch videos through to the end) to be sure there is nothing unfavorable (e.g. explicit language, alcohol, nudity, etc.). If foul language is gratuitous, the content may be excluded. But if it seems appropriate (e.g. student ﬁlm), use your judgment. • If there are mul8ple pieces of content rela8ng to the same event, topic, etc., feel free to combine into one post, while ci8ng each piece of content appropriately
#meetcontent Curation v. original content • Our first priority remains to create @acarvin • Curation can (and should) inform creation Read more: http://mcont.co/acarvin25 http://www.flickr.com/photos/quintanomedia/6873650178/
Curation enables us tobuild relationships andreward on-brandcontent creators.
“ Discovery of information is a form of intellectual labor. When we don’t honor discovery, we are robbing somebody’s time and labor. The Curator’s Code is an attempt to solve some of that. Maria Popova brainpickings.org www.nytimes.com/2012/03/12/business/media/guidelines-proposed-for-content-aggregation-online.html31
#meetcontent Curation v. Creation • Our first priority remains to create; don’t neglect this responsibility • Curation can (and should) inform creation • Lessons from Salon - When Salon stopped being an aggregator, created new content and reduced post volume by 1/3, traffic increased 40%.37
“ This shows how students see social media as a way of supplementing ofﬁcial information about a college with unofﬁcial perspectives that round out their impressions of a campus. Noel-Levitz 2010 E-Expectations Survey38
“ While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content. Frank Findley Vice President, Research and Development, comScore “Use Professional or User-Generated Video? New Survey Says ‘Both.’” http://www.contentmarketinginstitute.com/2012/03/use-professional-or-user-generated-video-new-survey-says-both/39
#meetcontent Tools for curation • Tumblr Tools for Curation40 http://www.ﬂickr.com/photos/lenore-m/2515800654/
#meetcontent Tools for Curation • Tumblr • Storify • Twitter • Facebook • Cover it Live • Pinterest • Blog • Homepage60
“ All content that appears are on .edu homepages should be curated. ... When you choose well, the campus community, parents, legislators, and other ancillary audiences will also be inﬂuenced by this content. Susan T. Evans mStoner http://susantevans.wordpress.com/2012/03/03/ill-see-you-and-raise-you/61
Effective content livesat the intersection oforganizational goalsand user needs.
#meetcontent In closing... • Curation is treasure hunting • Context is the secret sauce • Curation can cultivate meaningful relationships • Curation is no replacement for creation, but is a heck of a creative partner • There are many tools and approaches, none perfect. Find what works for you.64