Is it time for Marketing to put the megaphone down?

Last week at the Enteprise 2.0 conference there was a lot of discussion around culture and organization. One workshop on Monday talked about Organization: Next led by Mike Gotta, Daniel Rasmus and Sarah Roberts where we discussed the challenges of today’s organization (mostly HR and Change Management) This really got me thinking about fundamental problems in today’s organization. Then, I started to ask myself, Is it time to blow up a company’s organization structure and start over? The reality is, probably yes, the practicality of it would say no, finally I started to look at what IS possible and came to the conclusion. Let’s re-brand the Marketing Department.

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Developing the Social Management Team

I’ve been around Enterprise 2.0 (or Social Business) for more than 3 yrs now. Since going to my first Enterprise 2.0 conference in 2008, I have been fortunate to be part of one of the most successful deployments of social technology in a large company (Computer World) to date. The approach was not filled with business cases and justification, but instead was largely fed by need and opportunity.

As I work with more organizations, I realize that a common trend is emerging. There is a group of people in the company that are generally not convinced that the social enterprise is the next best thing; Middle Management. While many other parts of the organization have been addressed by practitioners, this audience remains mostly ignored, with many feeling that they’ll just come along if everyone else does.

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What exactly is “Social Curation”?

We are starting to see curation more and more in the social space, but what exactly does it mean? To better understand, let’s look at what most of us think of when we hear the word Curator. For most of us, this means a person at a museum who is responsible for what gets displayed.

A Social Curator isn’t much different. Each of us share information. We want to be seen as sharing high quality information that others in their networks will find valuable. (after all, if it’s not valuable to others, why share it?). If the quality degrades or the quantity increases significantly, chances are that members in your network will leave or find alternate sources for the information. To be a good curator improves your personal brand. It also shows people that you processing this information and not just sharing blindly.

One way to increase the value of the information is to share why you think something you share is interesting. At my former employer, there was a guy that shared tons of articles, but basically just forwarded them in e-mail. I would constantly write back to him asking him why these things were something that deserved my attention. In the end, I asked him to stop sending things to me if he was not going to summarize the value.

To be a good social curator, you need to be focused on what others find interesting. Try to put yourself in the position of the person receiving the Tweet, Status update, email, etc before clicking send. While the article, post, etc may be interesting, it’s your analysis that makes it valuable.

By better understanding what social curation is all about, it can help you focus on sharing quality content.

What strategies do you use to curate content for your network?

Image courtesy of: Randy Son Of Robert