Social media change at the speed of light: they evolve to adapt technology to conversation and to the way people behave.
In very short time frames, everyone can see remarkable evolutions: behaviours that were not even tracked and identify two years ago emerge and become significant. It's very important to stay at the edge of this change for brands that want to remain relevant to people.
But where's the huge change? You might know Forrester's Social Technographics Ladder: a classification of social media behaviours.
- Spectators (Enjoy social media content);
- Joiners (Use social networks);
- Collectors (Collect content);
- Critics (Comment);
- Conversationalists (Interact on social networks, category added later);
- I creators (Create content);
As you can see, a first add-on was introduced when Forrester presented the concept of "conversationalists", but today ther are more behaviours that are becoming real from a mashup of other ones.
Dynamic Aggregation and Content Curation are nothing new, but they're becoming at the core of people's social media experience. Dynamic Aggregation represent the way people dynamically filter and select their content and has a huge impact on our lives on social media because it defines how we spend our time when we're on social channels.
Content Curation is the action of finding content and bringing it to an audience, while giving context to it and activating a conversation. Content curation isn't just the explicit act of selecting and sharing that can be done by brands on Facebook Pages: most ot the significant actions we do on social media is a content curation activity because it shows contextualized content to our audience.
To mention a few
- Like, Facebook;
- Share, Facebook;
- Retweet, Twitter;
- Pin, Pinterest;
- Reblog, Tumblr;
- Share, Instagram;
Brands must be good at both today: they must be relevant enough to become part of the dynamic aggregation people develop everyday, while proposing a remarkable content curation activity in topics that are very related to the brand can be an excellent to develop a trusted relationship. Community management (both at a strategical and practical level) is one of the most important contexts where Dynamic Aggregation and Content Curation can be applied at their best.