Curation’s more than optimisation, more than simply making the most of what you have got in terms of content. It’s also about being live in your networks – to curate networks you need to be listening. If you’re listening and you have aplatform for curations – such as a blog – then your approach has to be adaptive, agile etc.
As Dirk at News from the Herd notes, it’s about certain kinds of useful when it comes to hitting the sweetspot with Facebook users:
1- Produce addictive but simple to use games that don’t force ad messaging down users throats
2 – Give them a way to organise their lives, and/ or:
3 – Provide them with mildly competitive ‘social comparison’ tools vs their friends.
As Inside Facebook noted, the recent redesign of Facebook shook up the developer leaderboard, bringing the likes of LivingSocial to the fore.
Interesting to see Causes in the top 5 apps out there on Facebook. Reminds me of the excellent Brita “Filter for Good” campaign in the US, to reduce the amount of bottled water being consumed. The Facebook app and the Facebook group for this were just a couple of the parts of the approach.
The brand benefit is direct in this case – but it is a brand behaving like a movement, and benefitting (in terms of awareness) from helping people acknowledge, pass on a call to action around an issue, without having to commit to a great deal of effort. If they want to talk about it more, get involved more they can and Brita will give them a little more data and tools to do so (if they’re smart, which they seem to be).
It’s a nice, pithy, provocative question. But monetising, advertising, interupting, branding up these spaces are far from the only option for brands. I think that as more brands develop their social web literacy we’ll see them feel more at ease with spaces like Facebook, find their legitimate, useful places in them.
I’m not sure if they will ever be blockbuster app hits that make it to the Appdata leaderboard. I think that should probably not be an objective for a brand. That “big is best” attitude is another one of those hangovers from channel thinking.
: : You can keep an eye on who is winning on Facebook by apps and developers at AppData.
My main focus has been in thinking about the shift from channels to networks in media. Reading David reminds me that it is everything that looks like a chain, especially value chains, that are things that networks will rip apart.
Then, as he should, he makes it personal:
If you can find part – a kernel – a piece that is truly yours and which you truly believe in, congratulations, that is something of great valuable, which others will find value in and join you in building on. (image courtesy cayusa)
Communities of purpose. Yes – that’s something to remember. And those purposes might last a few hours or a few decades. That purpose might be the marketer’s fantasy of grouping around the purpose of buying a product, celebrating a scrap of content, or a politician’s nightmare of an organised poplace come to dictate terms on a piece of legislation.
The excellent thing about this pile of nonsense is that from now on, whenever anyone says nonsense along the lines of “I worry that people are forgetting about relationships in the *real* world” or “the web is killing the art of conversation”, I can say: “Yes. There was an article in the Daily Mail that said almost exactly that. You should read it.”