Daily Resource Feed 11/23/2013

  • BRILLIANT!!! What a great way to use the platform and be able to get multiple contributors pulled in just by using a similar hashtag

    Tags: hashtags, scoop.it, scoopit, socialmediamarketing, howto, best-tools, smm, strategy

    • Marketers want their community to produce content without losing control and getting lost in the “user-generated” madness. So, most marketers default to containing the conversation risking the brand’s authenticity. Now, there’s a better way to leverage community contributed content for building brand reputation and engagement. This scalable, simple and effective social media strategy has been created, tested and proven not by a fancy digital media agency in New York City, but by Thomas Listerman, Director of e-Communications, from the University of San Francisco.
    • The university’s former social media strategy was built around a “homemade” solution of RSS feeds and vetted contributors. The old-school platform brought in a total of roughly 30,000 visitors during the three years it was up.
    • The Scoop.it suggestion engine pulls in all community generated pieces mentioning the university and tagged with #usfca from Twitter, Youtube, Facebook, Linkedin, Vine, Instagram and all over the Web, and then Listerman and his team take turns during the week choosing what gets published on the topic page.
    • Still in the ring is the marketer’s biggest pain point: how to turn the deluge of community generated content into pieces that build brand and reputation. After three years, it was clear to Listerman that the automated feeds from vetted contributors weren’t enough to get the impact he wanted. The social media strategy had to evolve from content aggregation to content curation.
    • In addition to the contributor process being tedious, publishing via RSS feeds proved to be more of a problem than a solution. Although the contributors were vetted and approved, there was no guarantee that the content they were publishing was good or had any positive impact on the university’s brand voice.
    • The results were astonishing. Within six months after its official launch the #USFCA Scoop.it topic surpassed 77,000 views and 600 contributors — roughly 1,440% more successful than the RSS feed site.
    • The technology behind Scoop.it helps people streamline the process of discovering, enriching and sharing relevant content with context.
    • Listerman created a circular strategy that epitomizes lean content. Starting from established social networks (the natural place where communities already publish, share and tag) and followed by the aggregation of these and other mentions on the Web via the Scoop.it suggestion engine, Listerman has automated what is necessary without eliminating the most significant step: the selection and editing of each piece before it’s published. All comes full circle as the new post on the topic is shared seamlessly to all of the brand’s social networks.

      Listerman concluded, “With Scoop.it, instead of marketing through social media, you actually tell the story of your community to reflect the story of your brand.”

  • Tags: strategy, smm, social

Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.


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