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article imageRebelMouse brings curated social media for publishers, marketers

By Michael Krebs     Jun 12, 2013 in Internet
As advertisers become more aware of the issues facing social media marketing, one social media service firm is working to aggregate social media material into content modules for publishers and marketers alike.
Anyone who has attempted to execute a social media advertising campaign has had to quickly come to terms with the wild west nature of the of the comment-oriented environment. When thinking of social media venues, one must be reminded that participation in these environments is akin to participating in a conversation on a conference call with a very large population.
You better come to the call prepared with what you are going to say.
Many marketers take more of a "social listening" approach, entering a social media channel but choosing to observe what is being said. This is often carried out by public relations functions, listening to the perspectives of customers and prospects on given products or services.
Those marketers that have opted to run advertising messages within social media platforms like Facebook and Twitter have experienced growth pains. Constant changes to application programming interfaces (API) have caused considerable headaches for marketers who are unaccustomed to rule changes in near real-time, and the need for meaningful reporting to back into a measurable ROI (return-on-investment) has driven marketers to reconsider social media properties.
The conversational nature of the social media experience has also led to controversy, and Facebook, for one, has found that it is extremely difficult to keep advertisers away from the most distasteful material posted on the property, as The New York Times reported earlier in June.
While social media is an unquestioned environment for earned media, the questions remain strong for paid media.
Given this paid-media instability in social media, the trusted environments of news publishers remain a cornerstone for digital advertisers - and marketers who understand the owned-paid-earned continuum know that social media serves earned media well through amplification from paid media experiences.
But the game has changed for news publishers, as advertising banner blindness--measured well in paltry interaction rates--has driven innovation in content marketing. The offerings in the content marketing space run the gamut from integration in the content management system (CMS), known also by its recent "native advertising" moniker, to modular editorial, hijacking the advertising space with content modules.
The latest incarnation in modular editorial may offer another social media revisit, as RebelMouse, a recent social media and publishing services firm, is now offering curated social media feeds within modular editorial environments, as Digiday reported on Wednesday.
While the incorporation of social media tools in content marketing environments is not new, the RebelMouse product presents a best-of-both-worlds solution from a hot new company that is quickly becoming known in a noisy market.
According to RebelMouse chief Paul Berry, marketers are now creating more compelling content for their social media channels then they are for their advertisements. Given this, the logic stands that they should showcase that content in a well crafted modular editorial experience with a trusted publisher.
While publishers have not yet been able to point to RebelMouse as an ideal revenue generator, the social media incorporation - without the lawless nature of a mismanaged social media environment - is very appealing.
“We’ve existed in that paradigm long enough to know it’s not working,” Berry told Digiday. “We believe the right paradigm is much more about imperfect messages, iterating constantly.”
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