Stop Trying to be Google

If an association wants to move beyond mere aggregation and serve your members by providing real curation, what should you do?

To quote my co-author HilaryMarsh: “Stop trying to be Google.”

Quoting from our new whitepaper, Cut Through the Clutter: Content Curation, Associations’ Secret Weapon Against Information Overload,

Your association’s community is experiencing information overload in a time when it’s become increasingly difficult to assess the quality of that information due to the proliferation of sources and to the declining trust people have in traditional gatekeepers of information.

Piling on links to a bunch of stuff absent context isn’t going to help solve that problem. If your association really wants to get to the root of this for the people you serve, you are going to have to move beyond mere aggregation and use multiple methods to achieve distillation, or museum-style curation.

There are a number of things you’re going to have to do differently to achieve that, from letting go of your “we’re the best – the only relevant – source of information for our profession or industry” arrogance to interacting differently with your own content to hiring and training for different skills to changing your association’s orientation towards and relationship with your members and volunteers.

To find out more about how you achieve “curation greatness,” download the full whitepaper at, no divulging of information about yourself required.