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In the age of information overload, a smart association will be a curator, not just a provider, of information.
This was the central theme of Steven Rosenbaum’s presentation at the recent DigitalNow 2012 Conference, sponsored by Fusion Productions and Disney. Rosenbaum is founder of Magnify.net and author of Curation Nation: How to win in a world where consumers are creators.
With the emergence of the Internet followed by social media, members, as all consumers, are inundated with information, mostly by choice: In the 2011 Lifestyle Information Survey, 50.3% of respondents say they were connected to the web "from the moment they woke up until the moment they went to bed." Asked what they do to cope, 78.5% of respondents say they check email all of the time, and 78.1% work weekends and evenings.
Rosenbaum contends there is too much information for members to digest. By being the filter or "curator," associations will be the trusted source of relevant information for members and the industry as a whole, he said.
According to Rosenbaum, the best curation practices are:
– Define quality for your members. Leverage your natural expertise to discern and re‐post only the content that fits your voice and tone.
– Context is key. Links aren’t sexy. But strong headlines, powerful point of view commentary, and clear often edgy commentary wins. Say something that people will remember.
– Well-‐curated sites tell a story. Every piece you clip and share should be an essential component in the story.
This gives a curated site resonance and high value.
– Have a theme, and embrace it. Once you have a curated voice, point of view, and tone – make sure you build on it. People come to your association for your point of view, don’t forget to build on it.