In class number fourteen we learned about some curating technologies with the help of our second guest speaker. We mainly focused in on Pinterest and Reddit. Digg was also mentioned, but as we learned it is fading out, and fast. People are able to use these curating technologies for collecting/bookmarking material they find interesting, so they can access the content from anywhere, on any device. People can identify content that family, friends, or coworkers might find of interest. They can also contribute to collective communities aimed at helping others discover new and interesting things from like-minded people. You can also focus on building notoriety and reputation based on your ability to recognize compelling content in the midst of digital clutter.
By engaging in curating behaviors, organizations can display intelligence, personality, etc., connect with audiences by curating/sharing the audience’s content in appropriate ways, build relationships with third-party experts, and sharing their content with the organization’s audience. By observing what audiences are curating, organizations can gain greater insight into what their audiences care about, identify patterns among audiences, and organizations also might see their marketing content among materials that audiences curate.
In class, we learned about the anatomy of the main Reddit page. We also learned that “Reddit” refers to the idea that you discover a story because of what people are collectively identifying as important. Sub-tabs provide a chance to specifically find communities with similar interests. As opposed to some curating platforms, Reddit is built less on promotion and more on collective intelligence/participation. Activity within Reddit community contributes to a user’s “karma,” or standing in the community, when members are highly active and share content that gets highly curated.
We also learned about Pinterest and the anatomy of an account. With Pinterest users create boards with various themes to house individually pinned items. New pictures, text, etc. – from across the web – are then pinned to the appropriate board. Users see what friends are pinning but also (often) follow people they don’t know based on common interests, tastes. If you see something you like on someone else’s board, you can “repin” it to your board. Organizations both curate images on their own Pinterest boards and make content on their website and elsewhere easy to “pin” with a Pinterest icon next to it. I personally wasn’t too into Pinterest and I must admit that I am still not too crazy about it. For me personally, I don’t see myself benefiting from it, but who knows I could be wrong if I give it a try. I also do think that it is definitely a female dominated social media outlet. One example of a Pinterest account that I checked out was naturally, ESPN’s account. It was full of pictures, but it was horribly out of date. This was very surprising and disheartening for such a huge company to be so out of date. It’s probably a good thing that they don’t have too many followers. Looking at a few pictures for a minute or two is cool and all, but it gets old in boring after a while, especially for a sports fanatic such as myself.
In conclusion it’s not as much about publishing original content as it is about collecting and sharing content from others. Curating serves individual needs (bookmarking things for yourself), interpersonal needs (sharing content with people in your network), and reputational needs (showing your taste or intelligence through what you curate). This technology provides organizations opportunities to learn what audiences like and care about (by observing what they curate), connect with audiences through what the organization curates, and it puts emphasis on organizations making their content easy to share.