Building Thought Leadership

through Content Curation

BuildingTHOUGHT LEADERSHIP in an age

ofCURATIONPresentation by Corinne Weisgerber, Ph.D.St. Edward’s

University • @corinnew
cu • ra • tor
cu • ra • torSomeone

who plans and oversees thearrangement, cataloguing, and exhibitionof collections. S/he describes andanalyzes valuable objects
for the benefitof researchers and the public.
contentIS KING
content
contentcreated
content aggregatedcreated
content aggregatedcreated curated
contentcuration vs. aggregation
sper•ma•lo•gos - a bird picking

up seeds here and there.A loafer in the marketplace who picks up scraps of learning& then parades them around without first
digesting them.
An aggregator simply bundles together

pieces of info without providing a frame or contextualizing them.

An aggregator simply bundles together

pieces of info without providing a frame or contextualizing them.

Is bundling tweets and repackaging

them in newspaper style format really curation?

Is bundling tweets and repackaging

them in newspaper style format really curation?

A curator adds a point

of view and contextualizes the info s/he is culling together thereby framing the message
“ Anyone can collect links,

and algorithms can aggregate. But only trained editors have the skills to select and collect the best information and build a “ loyal
audience. - Mark Briggs, Journalism Next
curationHow to become a KING
curationHow to become a KING
STEPSto successfulcuration
findSTEPSto successful track selectcuration engage

editorialize share arrange create

1. FIND • Identify your

niche
1. FIND • Identify your

niche • Find content sources

1. FIND • Identify your

niche • Find content sources - set up a network (PLN)

1. FIND • Identify your

niche • Find content sources - set up a network (PLN) • Aggregate what you discover
“ The summation of human

experience isbeing expanded at a prodigious rate, andthe means we use for threading throughthe consequent maze to the
momentarily“ important item is the same as was used in the days of square-rigged ships.
“ The summation of human

experience isbeing expanded at a prodigious rate, andthe means we use for threading throughthe consequent maze to the
momentarily important item is the same as was used in the days of square-rigged ships. “ Vannevar Bush, 1945
2. SELECT • Filter content
2. SELECT • Filter content

• Select content:
2. SELECT • Filter content

• Select content: - quality

2. SELECT • Filter content

• Select content: - quality - originality

2. SELECT • Filter content

• Select content: - quality - originality - relevance

3. EDITORIALIZE • Contextualize content
3. EDITORIALIZE • Contextualize content

• Introduce/summarize
3. EDITORIALIZE • Contextualize content

• Introduce/summarize • Add your perspective

A retweet with no comment

of your own can easily be seenas a sign of approval of what you’re relaying. For instance:RT @jonescampaign smith’s policies
would destroy ourschoolsUnadorned retweets must be avoided. Use colons &quote marks to make clear you’re simply
retweetingopinionated material.RT Jones campaign now denouncing smith on education:@jonescampaign smith’s policies would
destroy our schools
Arrange4. • Sort content
Arrange4. • Sort content •

Rank content
Arrange4. • Sort content •

Rank content • Lay out content

Arrange4. • Sort content •

Rank content • Lay out content - Juxtaposition

INFO MOLECULES“A curator is an

information chemist. He or she mixes atoms together in away to build an info-molecule. Then adds value to that molecule.” -
Scoble
INFO MOLECULES“A curator is an

information chemist. He or she mixes atoms together in away to build an info-molecule. Then adds value to that molecule.” -
Scoble
CREATE5. • Decide on a

format
CREATE5. • Decide on a

format - Paper.li, Scoop.it

CREATE5. • Decide on a

format - Paper.li, Scoop.it - Storify, Storiful

CREATE5. • Decide on a

format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation

CREATE5. • Decide on a

format - Paper.li, Scoop.it - Storify, Storiful - Twitter curation • Credit sources

SHARE6. • Identify your audience
SHARE6. • Identify your audience

• What media do they use?

SHARE6. • Identify your audience

• What media do they use? - share where they are

SHARE6. • Identify your audience

• What media do they use? - share where they are • Sharing as a lagniappe
7. ENGAGE • Host the

conversation - Provide space - Participate - Animate

8. TRACK • Track engagement
8. TRACK • Track engagement

• Track thought leadership

8. TRACK • Track engagement

• Track thought leadership • Improve

curationEXAMPLES from the eld of

journalism
“ Every company needs to

become a media company - Tom Foremski “

AndySenior Strategist @ NPRCARVIN
Bing’s editor’s picks
Cattenom:World’s 7th largest nuclear power

plant
Cattenom:World’s 7th largest nuclear power

plant
Cattenom:World’s 7th largest nuclear power

plantFirst nuclear power plant to tweet

.5% ()623 Tweets IndividualsMarch 11

- April 11Major Switch to Retweets 31.1% (194) Industry 18% (112) Gov. orgs .2% () Automotive 12.7% (79) Orig. Tweets 28.9%
(180) News 8.7% (54) Politicians
An aggregation of industry, gov.

& media voicesLearned the language of RTs

Curation using Scoop.it
Disney’s Campaign Why use visitor’s

video footage?
Disney’s Campaign Why use visitor’s

video footage?
creditsCorinne Weisgerber, Ph.D.Asst. Prof. of

Communication St. Edward’s University Twitter: @corinnew