Social content curation and social content creation are often the core to many brands’ social networking efforts. Curating and sharing useful content associates the topics with the brand and creates an affinity for the brand as what I like to call, “the best answer” for their areas of focus.
Growing social participation is motivating many companies to aggregate content produced and curated by the brand’s own employees. This is a compelling opportunity to harvest the brand’s owncollective wisdom. A single destination for curated social content fuels a brand publisher model that supports brand storytelling, content marketing, PR and even SEO objectives.
Additionally, curated and aggregated customer interactions with the brand on the social web can surface advocates and provide customers with a view of how the company is referenced on social networks. Third party endorsements, observations and interactions are the most powerful, so why not curate them into a social hub?
In 2009 I wrote about the now defunct Best Buy Connect social hub. Maybe the idea was ahead of its time, because today many companies are curating brand and customer social content as social media hubs. The growth of social media and the impact of Pinterest design has clearly influenced how many brands employ social hubs. Here are some examples worth studying:
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