This document provides tips on how to get people to listen to you online through social media curation. It discusses how curation can build brand awareness and a loyal community through sharing quality, relevant content from various sources. It provides examples of successful curators like Maria Popova and Colin Wright. The document also offers tools for curation as well as tips for refining curated content and engaging audiences on different social media platforms through curation. It emphasizes finding your authentic online voice and focusing on quality over quantity when curating content.

1. How to Get People to Listen To You
Online
Jodi Ettenberg
www.legalnomads.com
@legalnomads

2. Or…
“How to build an engaged and loyal
community using social media – and
why it matters.”

3. First: Why does it matter?
• Brand awareness.
• Support from the travel or DMO community
and support from readers who are engaged
with your content.
• Building organic links and attention for your
site by focusing on longtail and not short term.

4. Engaging people online leads to
authenticity in branding
• A loyal community that cares about *you*.
• Engagement that transcends current product
offerings.
• Impetus to support you both at home or away.

5. The problem with the “how” part:

6. With all that noise, how do you stand out?
• Quality > quantity
• Stand behind everything you put online
• Find articles, news and relevant information
your communities care about.
• Share other people’s quality work, not just
your own.

7. A Primary Solution
Curation: sharing carefully, to make
your social streams an extension
of you are as a person, and who
you can be as a brand.

8. CU·RAT·OR
noun
/ˈ orātər/
kyo͝
“The officer in charge of a museum, gallery of art,
library, or the like; a keeper, custodian.”
- Oxford English Dictionary
“Latin, from curare to care, from cura care.
First Known Use: 1561”
- Merriam Webster Dictionary

9. “Curators will create an entirely
new dialogue based on valued
content rather than just brand
created marketing messages.”
- RohitBarghava, The Content Curation Manifesto.

10. WhyCuration?
Credibility and Influence
• Brand awareness for your own blog and business,
fostering loyalty by showing you are looking out
for your followers, not just yourself or your
industry.
• Personal connection to your leads and customers,
generating more engagement and interest.
• With credibility comes trust.

11. What audience are you trying to
reach?
• Support your own niches and
communities by standing for quality.
• Target users, followers and micro-
communities by curating web based on
your interests and their needs.

12. “For me the role of a curator is to
find the most interesting things in
this massive onslaught of messy
information”
-Rex Sorgatz (@fimoculous)

13. Case Studies
• Maria Popova (@brainpicker), Brain
Pickings
• Tina Roth Eisenberg @SwissMiss,
creativemornings.com
• Colin Wright @colinismyname
• Dave Pell @davepell, nextdraft.com

17. Personality comes through and reading
choices are education and relevant to a
worldwide audience.

18. Dave Pell, @davepell
“One digest might make things easier. But two
thousand of them can leave people in same state of
overwhelmed distress. Ultimately, the goal should
be to pick one or two voices that you trust.
People need some kind of algorithm to help them
cut through the clutter and I've realized that, for
some folks, I am that algorithm.”

20. Curative Tools
• News.me: @newsdotme, news.me
• Prismatic: @Prismatic, getprismatic.com
• Percolate @percolate, percolate.com
• StrawberryJ.am:@strawberryapp, strawberryj.am
• Google Reader
• Zite: @zite, zite.com
• Flipboard: @flipboard, flipboard.com

21. News.me daily summary for September

26. What if You Don’t Like What Your
Curative Summaries Deliver?

27. First: Cut the Noise
• Use ManageFlitter.com to mass unfollow (up
to 1000 people) people with no avatar or who
are not active on Twitter.
• SocialBro Chrome extension to unfollow the
people who don’t contribute to the
conversation (e.g. too active, too niche, etc.)

28. Next, Find Curators You Trust
• Curative tools described above.
• Aggregators for your own niche: newsletters,
curation sites, voices you trust.
• FollowerWonk.com to find influencers.
• Look at influencers and the lists they’ve curated
or that they follow.
• Google Plus finder: www.findpeopleonplus.com

29. You can hone your content as you search.

30. Use Analytical Tools to Maximize Reach
• “When to Tweet” services on SocialBro.
• Tweetdeck, Hootsuite: schedule tweets based on when your
primary audience is awake
• Facebook Insights: offers demographic efficiency in analysis and
targeted ads.
• Bitlyfor tracking your links based on demographics, clicks and
where they come from.
• Tweetreachfor specific reach of hashtags.

31. Then Find Your Own Online Voice
• What are the emails you send to friends but
think “no, I won’t post these to my Twitter
feed.”
• Try a test post on Facebook Fan pages once
per week to ease in your communities to your
new quirky self.
• Ask your colleagues what separates you from
the other people in your field.

32. The Golden Rule
If you haven’t read it and loved it,
don’t retweet or post it.
(Let your brand be a gatekeeper for
quality, so your community trusts that
when you post something, you truly
believe in it – and they should too.)

33. Other, Non-Golden Rules
• Twitter: Using “via” instead of “RT”.
• Maximum(seriously, people) one or two
hashtags per tweet.
• Pinterest: Source and attribute. Turquoise
resonates. Vertical images count.
• Facebook: Alternate your own work with the
work of others, sometimes outside your niche.
Tagging other pages no longer notifies.

34. Other, Non-Golden Rules, cont’d…
• Be sincere and pay attention to grammar.
• On all social streams, feature work you care
about.
• You want to build a community and become a
source people turn to for information they
care about.
• Interact with others.

35. Rethink Your Social Streams
• Social media is not a necessary evil but a
chance to show your personality and interests
to the wider world.
• Make Twitter and Facebook Fan pages fun
again.
• Make your social streams something you can
stand behind and take charge of your online
communities.

36. Who knows what this strategy will bring…

37. Questions? Comments?
A version of these slides will
be available at
legalnomads.com/curation
Email questions to:
jodi@legalnomads.com