Sunday, April 4

Recapping Content: Fresh Content


Sometimes something happens as a byproduct of social media. Someone stumbles upon something that works in terms of driving traffic and then they stick with it, pumping up more traffic generating posts that lack value to gain traction over real thinking.

Although the Fresh Content Project is an experiment that removes popularity from the equation to find which communicators are providing the best content, it also offers a glimpse at some of the best posts being shared by people who believe in the content they write. This lineup is no exception. See for yourself.

Best Fresh Content In Review, Week of March 22

Productive Crowdsourcing Requires Community Management.
Geoff Livingston pinpoints some of the challenges with crowdsourcing despite its growing popularity on the social web. Crowds aren't always trustworthy and sometimes they aren't even your customers. He concludes that crowdsourcing requires strong community management for companies to realize positive results. He's right. Community guidance is mission critical.

Six Questions To Ask Before Launching A Facebook Fan Page.
Shel Holtz brings some much needed strategic thinking to the process of creating Facebook fan pages. Before dashing off to start one without a plan, he rightly suggests considering who the audience might be, who the fan page might attract, who will manage the medium, who will provide content, and what is the contingency plan. There are more questions to ask, but these six serve up an excellent starter set.

Japanese Bureaucrats Crush Digital Economy Innovators.
David Meerman Scott delivers a powerful piece on how government and industry are actively blocking innovators in Japan from creating similar success in the fast-growing, new digital economy. It's an excellent story that might even mirror what is happening in the United States as government tends to serve slow-moving entrenched giants as opposed to small business upstarts even though small businesses employ as much as 80 percent of the workforce in the private sector (depending on the state). It's a must read for many reasons.

• How Marketers Can Prepare For The Next Wave of Mobile Adoption.
Most people know by now (and if they didn't, the iPad lines might have woken them up) the future is mobile. So we were thrilled to see that Jennifer Riggle created a composite of several key points that influence the future of communication. One of the most compelling will be the creation of mobile commerce. Clearly, the easier it is for consumers to buy products, the better.

The Cult of Mediocrity.
Andrew Weaver provides a wake-up call for small businesses and anyone in business. He ticks off a list of 13 elements that are indicative of mediocrity in the workplace. The result is always the same or, as Weaver puts it, a practice in depressing excellence. When you think about it, the same can be said about the Web. In an effort to produce traffic, communicators sometimes depress excellent content in favor of traffic attractors. Except, of course, any posts that find their way here.

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