It’s easy to look at curation as a powerful change agent for editorial enterprises such as magazines and newspapers, and that is certainly the case. But it’s far more powerful than that. Brands, which for so long were able to tell their story with the massive voice of one-way advertising, now find that consumer conversations about their products are happening in big, public, uncontrolled ways. They need to embrace curated content and at the same time remain careful that they don’t unleash the wrath of customers who may end up both empowered and unhappy.

In a world where brands no longer control their own story, a single unhappy customer can create a firestorm that galvanizes consumers into an army of complaints. ...

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