“The online social landscape today sort of feels to me like search did in 1999. It’s a mess…Everything is decentralized… As a user, I spend far too much time weeding it all out to find the few gems of real content from people I care about. And I end up missing a lot of important content that I want to know about.” – Michael Arrington Tech Crunch
It’s true. It’s virtually impossible for individuals to take notice of everything, and equally as difficult for brands in social media to ensure their message is being heard, by the right people. One product that may help messages get through and help consumers find what they want is Storify (now in public beta). You have content curation services like Scoop.it, Curated.by, Trunk.ly, Redux, heck LinkedIn has one as well called LinkedIn Today. The way I look at it is Storify is a “conversation curation” tool that enables “storytelling” (as Storify puts it) in the eyes of the consumer with engagement by the brand. Storify defines themselves on their FAQs page as:
“Storify is a way to tell stories using social media such as Tweets, photos and videos. You search multiple social networks from one place, and then drag individual elements into your story. You can re-order the elements and also add text to give context to your readers.”
Content is everywhere on the web and in social media. We are bombarded with content one by one on Twitter, Facebook, RSS feeds, Blogs, etc. For me, I scan headlines and take a deeper dive into the pieces that grab my attention, or cater to what is already within my stream of consciousness. But sometimes, I want to know what people are saying about a product, service, or brand in general. I do what almost everyone out their does…Google Search. And what comes back? Typically more content organized one by one, and my entire process of reading headlines and diving in to the ones that catch my attention starts all over again.
I think Storify has an opportunity for brands to do the work for us, while maintaining the impartial, unfiltered opinions and ideas we crave in the social environment. Why? It’s simple:
- People love stories
- Stories evoke emotion
- Emotions drive behavior
And isn’t that what brands ultimately want from consumers – behavior? Think of the countless stories you could empower your customers to tell. In some cases they are being told without you having to do anything. This can be a good thing or a bad thing. The beauty is that brands have the ability to “curate” these conversations where the story is unfolding and pull in ideas and opinions from other storytellers, engage with the storytellers, and literally either rewrite the story, or make it that much better.
And a bonus – its SEO friendly, so it may just be that much easier to find.
What stories have you helped tell?