What do Pinterest, LinkedIn, Zagat or Fab.com have in common? Aside from their phenomenal growth, they all use content curation to attract and engage new users – constantly feeding their communities with highly personalized content.
“Content curation” and “community moderation” both seek to optimize content from a community of users sharing their thoughts, successes, problems and reviews online. This online, public content represents your brand, and the tone/tenor of it will affect your community’s brand perception. Public content is always marketing content.
Curation Versus Moderation
Curation is the act of collecting, sorting, and organizing the web’s vast community-generated content around a topic, such as a product, including tweets, social media, reviews and forums. Curation effectively dumps the negative, promotes the positive and plucks out themes that provide useful and appropriate information to users and actionable information to the company.
One form of content control is community moderation, or supervising and guiding a company’s community so that their contributions help the business. A moderator may adapt the content before it goes live, preventing damage and framing your brand optimally in the market. Active moderation enables a business to present appropriate, locale-specific content in a meaningful way, organized to enhance the brand’s positioning and thought leadership within a target community. Every language your community uses should have its own community moderation program.
Is Your Community On Its Best Behavior?
Community moderation is effectively content cleanup with some babysitting on the side. Not all community members express themselves with proper “Netiquette,” and not all content is going to boost your image in-market. As Yelp and Amazon prove time and again, people post negative reviews far more often than they publish praise. Sure, negative reviews can help companies improve their products, but when criticism is “over the top,” a moderator can help restore balance. In other situations, content curation helps get the gist of users' feedback and comments and “make sense” of them for other users. “Appropriate” and “useful” should be the guiding principles.
The Benefits of Supervision
Here’s an example. Moravia provides content curation for a fortune 100 consumer electronics innovator. This client has a broad and active community of users, providing content in many languages. These registered community members post a lot of questions and product reviews, respond to each other’s questions in forums, or simply engage with that content passively by reading it.
This client had an immediate need to moderate and control the content coming from a new Asian market. We recruited, hired and trained native, in-country, tech-savvy users of the client’s consumer products which helped the client avoid sticky international employment law issues as well as the headache of managing workers so many time zones away.
Our moderators review each post, each comment, and any discussion threads. They then determine what is suitable; they accept posts, reject posts, or modify them; the work of our moderators is a last check before that content goes live; they make sure the content is useful and appropriate. Further, the moderators provide feedback to community members by letting them know when their post is changed or deleted. They try to educate users and give guidelines, but they can also recommend that an inappropriate user be kicked out.
Community moderation helped our client ensure their community was posting and reading useful and appropriate content, which allowed the client to maintain their reputation and continue – even accelerate – the growth pattern. Accurate online content can win over more users and increase the size of the community… which aligns with the goals of any enterprise seeking to expand globally.
The Next Wave
Our CMO, Renato Beninatto, recently shared his thoughts on curation in his localization industry forecast blog and he'll be also presenting a webinar titled The Next Wave: Content Curation, Mass Personalization, and Spoken Translation, on Tuesday, March 25, 2014 at 11:00 EDT (8:00 PDT/16:00 CET). Last year's ideas - machine translation, crowdsourcing, content management - are still being talked about but they're old news. If you like to stay ahead of the curve, come join this webinar for a look at the next big ideas driving global growth.
How do you optimize public-facing content and prevent your brand from being damaged? How are you curating your content?