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Effective Content Curation in Higher Ed
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In our communications efforts, we seek to convey and affirm the brand of our institution. But our community is already doing that everyday through the content they share and create. We can integrate ...

In our communications efforts, we seek to convey and affirm the brand of our institution. But our community is already doing that everyday through the content they share and create. We can integrate that content into our communications efforts through curation. But what does that mean, and what does it entail? Our Apr. 10 webinar explained what curation needs to be effective, the tools of the trade and examples of effective content curation in higher ed.

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Effective Content Curation in Higher Ed Presentation Transcript

  • 1. #meetcontentEffective ContentCuration in Higher EdGeorgy Cohen@radiofreegeorgy
  • 2. “My role is digital media curation!”“Am I supposed to know what thatmeans?”“Ha ha! I look down on you for notunderstanding my trendy jargon!”“Maybe you could just tell us whatcuration means.”“Fine. Let’s try that. It means um...um... Is it too late for me to overlookyour ignorance and move on?http://mcont.co/dilbertcuration
  • 3. “[Curation is] the act of continually identifying, selecting and sharing the best and most relevant online content and other online resources on a specific subject to match the needs of a specific audience. Ann Handley Co-author, Content Rules3
  • 4. #meetcontent http://www.slideshare.net/charleneli/understand-your-customers-social-behaviors4
  • 5. #meetcontent http://www.dilbert.com/strips/comic/2011-10-30/Needs for Effective Curation
  • 6. #meetcontent Needs for Effective Curation • Goals • Audience • Message6
  • 7. #meetcontent Needs for Effective Curation • Listening/discovery framework7
  • 8. #meetcontent
  • 9. #meetcontent9
  • 10. #meetcontent10
  • 11. #meetcontent Needs for Effective Curation • Listening/discovery framework • Editorial sensibilities11
  • 12. Jumble  Criteria • Jumble  posts  should  generally  not  feature  press  hits  (e.g.  ar8cles  on  CNN.com).   • It  should  be  user-­‐generated  content  (for  example,  YouTube  videos,  blog  posts,  TwiEer  accounts,   etc.).  While  a  media  hit  may  be  included  in  a  Jumble  post,  it  should  not  be  the  core  around  which   the  post  is  built. • Always  cite  sources  and  credit  appropriately ◦ Many  YouTube  videos  –  say,  shot  at  a  cappella  concerts  –  are  hard  to  cite  as  “John  Smith,  E11,   filmed  the  Bubs  singing  this  song”  –  use  your  judgment  as  to  where  cita8on  and  credit  is   required. • Discovering  that  a  TuUs  en8ty  (e.g.  department,  student  group)  is  on  Facebook,  TwiEer  or  has  a   blog  is  enough  for  a  Jumble  post,  assuming  their  content  on  those  channels  is  interes8ng  and   worthy  of  men8on—consider  ci8ng  a  recent  tweet  or  FB  post ◦ When  pos8ng  about  blogs,  reference  the  subject  maEer  of  a  recent  post  and  include  a  quoted   excerpt  using  the  <blockquote>  func8on  in  Wordpress. • Students,  alums,  faculty  and  staff  who  created  the  content  (not  necessarily  everyone  men8oned   or  appearing  in  the  content)  should  ideally  be  able  to  be  iden8fied  by  name  (by  which  we  can   then  learn  years,  8tles,  etc.)  ... • Student  groups  should  be  iden8fiable  (e.g.  which  a  cappella  group  is  featured  in  the  video) ◦ This  is  so  we  can  add  the  appropriate  context  of  linking  to  their  website,  Facebook  page,  etc. • Content  should  be  recent  (e.g.  not  video  from  an  a  cappella  concert  last  fall) • If  we  are  unsure  of  the  connec8on  to  the  university,  or  the  connec8on  is  tenuous,  do  not  post • Review  content  thoroughly  (most  specifically,  watch  videos  through  to  the  end)  to  be  sure  there   is  nothing  unfavorable  (e.g.  explicit  language,  alcohol,  nudity,  etc.).  If  foul  language  is  gratuitous,   the  content  may  be  excluded.  But  if  it  seems  appropriate  (e.g.  student  film),  use  your  judgment. • If  there  are  mul8ple  pieces  of  content  rela8ng  to  the  same  event,  topic,  etc.,  feel  free  to  combine   into  one  post,  while  ci8ng  each  piece  of  content  appropriately
  • 13. Stay human.Zombies don’ttell good stories.
  • 14. #meetcontent Needs for Effective Curation • Listening/discovery framework • Editorial sensibilities • Brand-adjacent content14
  • 15. #meetcontent
  • 16. #meetcontent Needs for Effective Curation • Listening/discovery framework • Editorial sensibilities • Brand-adjacent content • Context18
  • 17. Context is super gluebetween user contentand our brand.
  • 18. #meetcontent Needs for Effective Curation • Listening/discovery framework • Editorial sensibilities • Brand-adjacent content • Context • Real-time workflow22
  • 19. #meetcontent Needs for Effective Curation • Listening/discovery framework • Editorial sensibilities • Brand-adjacent content • Context • Real-time workflow • Community24
  • 20. #meetcontent Curation v. original content • Our first priority remains to create @acarvin • Curation can (and should) inform creation Read more: http://mcont.co/acarvin25 http://www.flickr.com/photos/quintanomedia/6873650178/
  • 21. Curation enables us tobuild relationships andreward on-brandcontent creators.
  • 22. Tools for curation: Storify27
  • 23. Tools for curation: Storify28
  • 24. #meetcontent Needs for Effective Curation • Listening/discovery framework • Editorial sensibilities • Brand-adjacent content • Context • Real-time workflow • Community • Ethics29
  • 25. #meetcontentCurators’ Codehttp://curatorscode.org/
  • 26. “ Discovery of information is a form of intellectual labor. When we don’t honor discovery, we are robbing somebody’s time and labor. The Curator’s Code is an attempt to solve some of that. Maria Popova brainpickings.org www.nytimes.com/2012/03/12/business/media/guidelines-proposed-for-content-aggregation-online.html31
  • 27. #meetcontentAggregation http://www.theonion.com/articles/huffington-post-employee-sucked-into-aggregation-t,27244/
  • 28. #meetcontent Curation v. Aggregation • Humans v. computers • Values and point of view • Context and meaning • Aggregation sets the stage for curation33
  • 29. #meetcontent
  • 30. #meetcontent
  • 31. #meetcontentCreation
  • 32. #meetcontent Curation v. Creation • Our first priority remains to create; don’t neglect this responsibility • Curation can (and should) inform creation • Lessons from Salon - When Salon stopped being an aggregator, created new content and reduced post volume by 1/3, traffic increased 40%.37
  • 33. “ This shows how students see social media as a way of supplementing official information about a college with unofficial perspectives that round out their impressions of a campus. Noel-Levitz 2010 E-Expectations Survey38
  • 34. “ While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content. Frank Findley Vice President, Research and Development, comScore “Use Professional or User-Generated Video? New Survey Says ‘Both.’” http://www.contentmarketinginstitute.com/2012/03/use-professional-or-user-generated-video-new-survey-says-both/39
  • 35. #meetcontent Tools for curation • Tumblr Tools for Curation40 http://www.flickr.com/photos/lenore-m/2515800654/
  • 36. #meetcontent Tools for Curation • Tumblr41
  • 37. #meetcontent42
  • 38. #meetcontent Tools for Curation • Tumblr • Storify43
  • 39. Tools for curation: Storify44
  • 40. Tools for curation: Storify45
  • 41. Tools for curation: Storify46
  • 42. Tools for curation: Storify47
  • 43. 48
  • 44. #meetcontent Tools for Curation • Tumblr • Storify • Twitter49
  • 45. 50
  • 46. 51
  • 47. #meetcontent Tools for Curation • Tumblr • Storify • Twitter • Facebook52
  • 48. #meetcontent Tools for Curation • Tumblr • Storify • Twitter • Facebook • Cover it Live54
  • 49. 55
  • 50. #meetcontent Tools for Curation • Tumblr • Storify • Twitter • Facebook • Cover it Live • Pinterest56
  • 51. #meetcontent Tools for Curation • Tumblr • Storify • Twitter • Facebook • Cover it Live • Pinterest • Blog58
  • 52. #meetcontent59
  • 53. #meetcontent Tools for Curation • Tumblr • Storify • Twitter • Facebook • Cover it Live • Pinterest • Blog • Homepage60
  • 54. “ All content that appears are on .edu homepages should be curated. ... When you choose well, the campus community, parents, legislators, and other ancillary audiences will also be influenced by this content. Susan T. Evans mStoner http://susantevans.wordpress.com/2012/03/03/ill-see-you-and-raise-you/61
  • 55. http://www.missouristate.edu/62
  • 56. Effective content livesat the intersection oforganizational goalsand user needs.
  • 57. #meetcontent In closing... • Curation is treasure hunting • Context is the secret sauce • Curation can cultivate meaningful relationships • Curation is no replacement for creation, but is a heck of a creative partner • There are many tools and approaches, none perfect. Find what works for you.64
  • 58. #meetcontentmeetcontent.com @meetcontent
  • 59. #meetcontent Mark your calendar! Content Audits and Analysis Rick Allen • May 8, 2012 Cost: $75 FREE Sign-up: http://mcont.co/mcwebinar366