Most brands understand the importance of curation , but few do it well.
Yet, relationship building is an important aspect of managing a social media presence, which has led to the rise of influencer marketing.
Curation and influencer marketing actually require all parts of the content life cycle. Brands collaborate to create new pieces together, listen to what each other has to say, and evaluate the effectiveness of it.
Follow these steps to start curating like the pros do.
Choosing the Right Influencers
Brands often share articles by the Huffington Post, CNN, and Pew Research that receive millions of views and thousands of shares. The sheer size of these media behemoths means it’s difficult — if not impossible — to stand out in the crowd.
Instead, brands should identify influencers in their industry and form relationships with them. These are people who have a large blog and social media following but who are small enough that they’re willing to communicate with others in their field. This is the most effective way to build lasting relationships that let you exchange audiences and collaborate for mutual exposure.
Listen and Respond to Others
Along with choosing the right influencer, curation requires time and energy for brands to listen and respond to comments. Many companies end up with frustrated customers when they’re not listening. They eventually see their social media presence deteriorate because of it. Facebook, Twitter, and other platforms are meant to be hubs for discussion, not billboards, advertisements, or other one-way forms of communication.
How can brands do this in an efficient and a profitable manner? Either schedule specific times during the day for listening and reading industry blogs, or plan several small breaks to see what’s interesting on Twitter. This also allows you to start building real relationships with your influencers. They will know that you care about their work, and aren’t just looking for free publicity.
Create a Strategy Around Your Content
Most brands equate curation to sharing their content on social media through a few hastily crafted social media posts. However, these quickly get lost in the shuffle.
Instead, brands should create a measurable social media strategy around their content that allows them to track and evaluate their curation efforts.
For example, which handles are you going to reach out to on Twitter to share your piece? Who will you tag on Twitter and Facebook because you linked to them in your article? Once you have these questions answered, you can track their response and success rates — and determine who drove the biggest audiences to your page. Now you can see why your content performed well instead of just noticing that it generated a lot of traffic.
The curation process can be complicated. That’s why you should check out this infographic about how to do curation. You’ll discover more about why it’s such a valuable marketing tool and how your brand can take advantage of it.
Regardless of your social media audience or company size, it’s possible to start the curation process and scale out as your audience and resources grow. That’s the great thing about social media: Anyone can join the conversation and make a difference by saying something meaningful.
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