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Curation Nation Chapter 4 - by Steven Rosenbaum

Curation Nation Chapter 4 - by Steven Rosenbaum

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Published by Mike Lewis
Buy the full book here: http://amzn.com/0071760393
Buy the full book here: http://amzn.com/0071760393

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Published by: Mike Lewis on Feb 07, 2013
Copyright:Attribution Non-commercial

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02/07/2013

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STEVEN ROSENBAUM
FOUNdER ANd CEO OF MAgNiFy.NET
 
An indispensable guide to the brave new media world.”
—AriAnnA Huffington, editor in cHief,
The huffingTon PosT 
 
53
4
ConsumerConversationsand Curation
I
t’s easy to look at curation as a powerful change agent foreditorial enterprises such as magazines and newspapers, and thatis certainly the case. But it’s far more powerful than that. Brands,which for so long were able to tell their story with the massive voiceof one-way advertising, now nd that consumer conversationsabout their products are happening in big, public, uncontrolledways. They need to embrace curated content and at the same timeremain careful that they don’t unleash the wrath of customers whomay end up both empowered and unhappy.
 
54
curation nation
In a world where brands no longer control their own story, asingle unhappy customer can create a restorm that galvanizesconsumers into an army of complaints. This kind of negativeengagement is a new thing for marketers, a kind of mass mediaturned upside down.But there’s power in passion, and passion doesn’t have to bea positive thing. There’s the phenomenon of consumers who aremad as hell and willing to blog about it. There are lessons in thosestories too.
D H
Jeff Jarvis is a journalist who’s found that he is no longer able touse his former power as a columnist for
Time
magazine to getCEOs to return phone calls. But way back in 2005, in the dayswhen the Web was still emerging as a consumer power platform,Jarvis was sold what he describes as a lemon computer fromDell. What Jarvis knew was that you could put any corporate nameinto Google and add the word
sucks
and you’d quickly get a listingof all the complaints or issues that faced a brand or corporation.So Jarvis penned a blog post titled “Dell lies. Dell sucks.” Seriousstuff. The result should be required reading for any brand mar-keter trying to understand the power of the aggregated and curatedconsumer.Here’s Jarvis’s post in its entirety.
June 21, 2005Dell lies. Dell sucksI just got a new Dell laptop and paid a fortune for the four-year, in-home service.

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