Not too long ago, the NY Times ran a very interesting story that covered the emerging new marketing buzzword — Curate. This week Steve Rosenbaum added a new perspective in the Huffington Post introducing the notion of a Curation Nation. Fascinating read.
Certainly the concept and theme around agreggation as well as compiling and sharing content is nothing new, but the art and technology around this process is certainly changing. It has evolved to the point where we’re all becoming curators without even realizing it — whether that is through Twitter lists, Foursquare, Facebook or a seemingly endless array of platforms.
For brands the challenge remains how they can either move beyond simple content aggregation for aggregation sake and add value to the chain…or find a way to be an essential element in the content that is being curated. In other words, do you create the content that is curated or do you curate the content yourself?
I happen to believe that, for most bands, the best approach will be a blend of the two where they can deliver an experience that intersects the conversation around a particular area while creating and sharing relevant original content that adds to the dialogue. Its not about “owning” a topic or subject, its more about being a relevant listener and contributor to the conversation around that topic or subject.
Just like everyone else, I am following with interest and a smidgen of anxiety the swine flu epidemic (my in-laws live in Mexico City).
As a tech guy, I started to look at some of the technologies that can be used or have been used to help contain the flu and solve this global threat.
This is what I have found so far.
First of all, Internet technologies have been tapped to track the spreading of Swine Flu. Here an article on this topic from IHealthBeat. This is a Google map. And this is the CDC Twitter feed so you can follow the updates real time.
As Ogilvy PR we have developed a simple aggregator where you can follow the latest news as well as some interesting information.
But what about technologies that prevent or that can help cure the flu?
I found a press release of a company, Qualsec, that says to have a technology that can screen individuals for Swine Flu and provide instant results.
So apparently not much from the tech community to help solve this potential pandemic . Much faster and more creative is the professional spanner. Read this blog post on the LA Times on how spammers are using celebrities such as Salma Hayek to get the attention of recipients. Maybe Diego Luna and Santana are the next ones? And according to McAfee computer viruses may be the next part of the swine flu outbreak. Virtual world and reality coming together?
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Behind The Scenes: Ogilvy PR, Washington, D.C.