How to Do Curation Effectively and Easily

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.

curation benefits

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.

more benefits from curation

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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2 thoughts on “How to Do Curation Effectively and Easily

  1. Guy Siverson says:

    With all the social media sites, website/blog work and relationship building through comments and/or guest blogging just to name a few ideas following everything can indeed become very overwhelming rather quickly. This does not negate its importance by a long shot.

    One thing I do is record everything in an XLS spread sheet so I can see exactly was it taking place. This also gives me a management flow to follow so that I don’t end up feeling overwhelmed.

    What do you think of the idea of being actively engaged on one social media profile while using a posting type strategy with the rest at least while getting started? If you were going to opt into a concept like that which would be your own preferred preference to focus on first?

    • CopyPress says:

      Thanks for your feedback and ideas, Guy!

      To answer your questions – Yes, when starting out it is not a bad idea to focus on 1-2 social channels. The more social channels you have, the more time-consuming posting/commenting will become and if you’re just starting out, you don’t want to get overwhelmed. As far as which social channels to focus on: that really depends on your industry and where your target audience is. Without knowing, I’d suggest Facebook or Twitter because they are two of the biggest. But, if you’re a lifestyle brand you might want to consider Instagram or Pinterest. If you’re mainly B2B, LinkedIn might by the way to go. A hack for learning where your audience is, is to see where the big brands in your space are investing most of their time — they already did the market research so they know what social platform gives the best ROI.

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