An effective social media marketing strategy is essential for event, meeting and hospitality industry professionals including event planners who work for major corporations, independent meeting planners, caterers, décor specialists and representatives from hotels and other venues. One of the challenges in using social media is that some platforms move faster than others. For examples, on Twitter, the tweetstream is never ending. Only a fraction of followers see each tweet. If they are not online when content is tweeted, followers are likely to miss it. Tweet the same content too often and there is a risk that tweeps will unfollow you.
On platforms such as Facebook, unless users “pay to play,” the reach of posts to friends and fans that like specific pages is limited.
Content curation and aggregation is one way to extend the life of social media updates and posts. Fortunately, a number of tools are available to aggregate content quickly and easily and present it in an attractive format. The links can be tweeted and pinned to the top of a tweetstream or shared as updates on LinkedIn, Facebook and Google+. A new generation of content curation tools offers interfaces to share social media content at live events and integrate content submitted by event participants.
Here are a few quick tips for social media curation and aggregation.
- Be clear about your goals. Do you want to simply share the curated content on social media or do you also want to use it at live events? Do you want to select everything that appears or do you want to engage event participants in submitting content? The answers to these questions will guide you in the process of selecting the appropriate tool.
- Pick a topic. Focused topics result in targeted digital newsletters, newspapers and magazines.
- Identify sources. Depending on the content-aggregation tool you select, sources can include tweets identified by specific hashtags or users, RSS feeds for blogs, videos or news sources.
- Use a specific hashtag to identify your own tweets that you want to include.
- Use a mixture of your own content and content from other sources. This will make the publication more interesting. When others are mentioned, they will be likely to tweet or share your publication.
- Re-order your stories so that your own content appears early in the digital publication.
- Share the virtual publication no more than weekly. Social media followers and friends will get bored if content is shared too often.
- Pin the link to your curated content to the top of your tweetstream for a day or two each week to boost visibility.
Here are six content curation and aggregation tools to consider.
Here are six content curation and aggregation tools to consider. This service draws on tweets, Twitter lists and media sources to generate a colorful web newsletter with headlines, photos and videos.
As of March 2016, the free service has been re-positioned for personal content discovery and curation. Some features that were free have been migrated to the paid service. The PRO version of Paper.li, which is intended for professional use, draws content from a maximum of 25 sources and auto-promotes the paper on Twitter, LinkedIn and Facebook. PRO users can generate web and email newsletters.
With the free version, auto-promotion of paper.li is only available on Twitter. Users of the free service can designate a maximum of 10 content sources. Another change is that users of the free service can no longer customize the menu topics that are used for the paper.
Rebel Mouse was founded in 2012 by Paul Berry—former CTO of The Huffington Post. Rebel Mouse continuously publishes digital content from social media platforms, apps and websites. The content that is published includes headlines, photos and videos from a varied of content sources including Twitter, Facebook., Google+, LinkedIn, YouTube, Pinterest, Flickr and Tumblr. RSS feeds can be added to draw content directly from blogs.
Users can customize the appearance of Rebel Mouse by selecting from one of the layouts provided or by creating a custom layout.
Paid upgrades unlock features such as customized branding, paid media and more in-depth analytics. Rebel Roar, a paid service, includes social calls to action, personalization and social A/B testing. Rebel X extends live social content to ads, landing pages, microsites and email newsletters.
Flipboard creates attractive, personalized digital magazines with articles, videos and photos. Flipboard draws content from social media, blog posts and online publications including magazines and newspapers.
The Tweeted Times generates personalized online newspapers from tweets. The goal is to build your brand by becoming a trusted source of information. The layout is an attractive newspaper that integrates text and images. Tweeted Times Pro provides custom domains, analytics, an RSS feed and the ability to integrate ads into the newspaper.
SocialWall by Cvent, which has just announced that it will be acquired by Vista Equity Partners LLC, engages event participants by capturing content from Twitter and Instagram with a specific hashtag and displaying it on TV monitors, walls and large screens. Animations and backgrounds can be customized to fit the event color palette and theme. A widget makes it possible to embed SocialWall content on websites and in Cvent CrowdCompass mobile apps.
Launched in 2011, Postano is a social visualization platform that includes content curation, aggregation and monitoring through a visual dashboard. Originally, this content was displayed through an online magazine. Postano has evolved. As a result, visual marketing with user-generated content is displayed through digital billboards, social walls, posters, mobile apps, in-store displays and in corporate lobbies. Brands and fans can create conversations around a hashtag shared on Twitter, Instagram, Facebook, Youtube and Pinterest. Event organizers can use this approach to content aggregation helpful for live events like trade shows and conferences.
In April 2016, Postano was acquired by Sprinklr, a customer experience platform that helps brands with customer care, advertising and publishing. Postano extends Sprinklr’s offering.
A Changing Landscape
As content curation and aggregation tools evolve, there will likely be more mergers and acquisitions. More functions and features will become available. It is important for event industry professionals to keep abreast of trends in this space to select the tool that best fits their objectives.