Our New Year’s Resolutions for 2012

Rachel Lovinger   December 16, 2011

Did someone say “party”? (image via Lulu Witch)

The Breakdown: As we wind down 2011, before we head off on vacation, we asked our Content Strategists to tell us their resolutions for 2012.

Michael Barnwell, New York

In a world where content is becoming more and more untethered, I vow to remain open to situations where limiting access to content might be the better experience.

 Liz Bennett, New York

I promise to coordinate more closely with developers when they’re building out functionality in the CMS.  Due to lack of time and not always having a full grasp of how the developers would implement the specs, there were a few occasions this year when we ended up with new functionality that was much more complicated than expected. Better coordination will require establishing some criteria for IT to use when making CMS updates. One criterion might be, if it looks like it will take 29 steps to upload a file or create a content promotion, please let us know and we’ll revisit the design.

 Tosca Fasso, San Francisco

To learn InDesign, so I can make sexier deliverables.

 Rachel Lovinger, New York

To think about content strategy more globally. In my project work and speaking opportunities this is coming up more and more frequently. I want to take a closer look at what a truly global content strategy looks like, and at what’s happening in the CS practice in the world beyond the U.S.

 Erin Abler, Philadelphia

To advocate for a cross-disciplinary understanding of content strategy here in the Philly office.  I think that opening up the floor to talk about CS capabilities – especially with those who aren’t designers or developers – can help us pitch, plan, and build more integrated projects as an agency.

 Jake Keyes, New York

My resolution is never again to do large-scale content production without a CMS!

 Robert Stribley, New York

I pledge not only to continue preaching the virtues of quality content, but to shamelessly create more quality content of my own. I may also exorcise a content demon or two along the way.

Matt Geraghty, New York

I strive to find new ways that Scatter/Gather can be the best platform for the most important conversations happening in Content Strategy today.

What are your Content Strategy Resolutions for the upcoming year?

The Content Strategy 2011 Fast Forward

Matt Geraghty   February 6, 2011
Listen back to the future. (image via 12St David)

The Breakdown: Following up on our 2010 Content Strategy Rewind, we polled our content strategy team to provide their thoughts on what they think is in store for 2011 and beyond.

Michael Barnwell, Director Content Strategy
Divining trends and insights from big data is my guess for 2011. As data compiles relentlessly, despair from poor findability may shift to excitement about the bounty of data that could be sifted to illuminate cultural, political, and social patterns. Mashups set the course for this sort of thing, but the great heaps of unfiltered content that accumulate day after day— a lot of it public—may offer revelations on a much grander scale through exquisitely executed data mining.

Rachel Lovinger, Associate Content Strategy Director
This may sound incredibly boring to most people, but I’m becoming increasingly interested in content modeling: the definition of content types for a site, their attributes, metadata, and relationships to each other. I think content strategy is really important in understanding the intersection of UX design, editorial goals, business goals, and technology. Content Strategy brings all those elements into alignment, and the content model is what makes abstract strategies a reality.

Aileen Gemma Smith, Senior Content Strategist
As we think more about global organizations and web presence, part of content strategy will be to ensure a message is consistent across languages and cultures. This is an interesting challenge because we have to think about concepts translate and how different ideas resonate beyond what is personally familiar to us.

Patrick Nichols, Senior Content Strategist
I am a content strategist, and I relish my opportunity to help clients strengthen their content operations. But I’m increasingly intrigued by the concept of context strategy, wherein the proximity of content elements shapes their meaning as much as the words or images themselves. This is nothing new—it’s something we and information architects have been studying for years. But with social spaces continuing to proliferate, and content creators increasingly losing control over their creations’ context, I think it’s going to be fascinating to study the impact of varying contexts on identical content and perhaps sharpen our approach accordingly.

Elizabeth Bennett, Senior Content Strategist
We can expect to see a brighter spotlight on the care and feeding of content as a core business mandate. Things like tagging, taxonomies and controlled vocabularies, often relegated to those in the CMS trenches, will be on management’s radar to a degree not previously seen. Awareness—and nervousness–of how content behaves across platforms will be a top priority. For all you library science folks: Get ready to be sexy!

Haven Thompson, User Experience Associate
Early this year, the New York Times’s paywall will go live. Although paywalls have been going up (and coming down) for years now as media companies attempt to monetize content, the verdict is still out on what the best approach is. I’m eager to see how this industry leader’s attempt plays out, and how the user experience surrounding the paywall helps or hurts it.

Erin Abler, Information Architect
As a library and information studies geek, I’m hoping to see more emphasis on creating interoperable metadata in 2011.  We need to progress beyond the idea that any metadata is better than no metadata, since the quality and “crosswalk-ability” of metadata solutions are going to become more critical over time. By “cross-walkability” I mean the ability to map one metadata schema to another so that information in different systems can talk to each other. Existing metadata standards can provide guidance with this mapping, but they can’t operate without high-quality metadata and well-defined semantic relationships. I think this challenge is less about visibilty to the client and more about education within the content strategy community – which may make it a hard sell for awhile.

Matt Geraghty, Content Strategist
When it comes to having a strategic plan for keeping your web content current after launch, we’ll start seeing a heightened sense of urgency to  have more well executed long term editorial plans in place.  Gone are the days of launching a site and letting it stagnate.  As we covered in our recent post Sowing the Seeds of Content, more businesses are now beginning to realize that it just starts with site launch and that the real work begins on Day 2.  Call in your favorite content strategist for help. After all, your business and brand may depend on it.

The Content Strategy 2010 Rewind

Matt Geraghty   January 28, 2011
It’s a CS instant replay. (Image via lhr)

The Breakdown: We asked our content strategy team to provide their thoughts on happenings, trends and developments in content strategy looking back over 2010 and here’s what they had to say. Stay tuned for Part 2: Fast Forward 2011.

Michael Barnwell, Director Content Strategy
The rush to market with every style of tablet meant that big bets were placed on the appeal of devices that let you read stacks of readable things in unconventional places in unconventional ways (on your couch or most anywhere else, portrait or landscape, swipe or scroll). The bet here is that people have not lost their love of reading one bit, although magazines and book publishers have grown a little anxious these past years. By readable, I mean legible and worthwhile. That’s been the first goal—make reading seem like it was new again. The next goal, of course, will be to find a way to keep it readable while making it payable.

Rachel Lovinger, Associate Content Strategy Director
For me personally, a big development in 2010 was writing the Nimble report. It got me thinking about content and the future of publishing in a much deeper way – how content strategy can support new content business models, new delivery platforms, and new ways of engaging with an increasingly scattered audience. I look forward to taking this further, developing strategies that make use of emerging technologies to help content publishers tackle these challenges in innovative ways.

Patrick Nichols, Senior Content Strategist
I’ve been amazed by the sense of community emerging among content strategy professionals over the past year. From increasingly active Google Groups and LinkedIn forums to a blossoming of topical conferences—including Brain Traffic announcing its first Confab gathering—there’s a growing sense of solidarity and an emerging shared vision for our nascent discipline.

Haven Thompson, User Experience Associate
Steadily increasing interest in data visualization was a trend I noticed in 2010. It’s cool to see everyone from artists to journalists shake up traditional narrative styles and convey information through visual means. I think there’s a rich opportunity to use graphical representation methods to deliver online technical support content in a more helpful and fun fashion.

Erin Abler, Information Architect
Working with some very large content collections in the past year, I’ve been struck by the fact that content can seem totally foreign to its owners when it’s been created by many people without being regulated or managed.  When a collection gets big, varied, and arbitrarily divided, all those individual content items start being viewed collectively as a single terrifying entity.  The point when “The Content” has become code for “Fire-Breathing Dragon that Cannot Be Slain” is a critical moment for addressing the assumption that the problem has surpassed true solvability.  More and more content owners are waking to the importance of content strategy, but it’s still a very big task sometimes just to make the solution seem possible.  In the past I assumed that this related mostly to up-front salesmanship about the need for content strategy.  Now I think that convincing content owners of the practicability of content improvement is a tactic in itself.  Laying out the tools for slaying the dragon is only a second step; first we need to rally the townsfolk so they can get up the courage to take it on.

Matt Geraghty, Content Strategist
Whether it’s solving content collection issues, dreaming up data visualizations, aligning ourselves with emerging technologies and trends in publishing, fostering collaborative content partnerships or being part of the burgeoning community, it’s clear that content strategy has become a much bigger part of the conversation.  As was predicted in our post from last year “The Content Strategy Forecast: 2010 & Beyond” companies now are beginning to reap the rewards of content strategy and understand that they really can’t move forward and create compelling web experiences without us.  Here’s to 2011!

Impressions of the iPad

Matt Geraghty   June 4, 2010
21st century iPad art at your fingertips courtesy of Pops Harlow.

To commemorate the sale of the two millionth iPad, we asked some of our gadget-minded iPad owners to chime in on their first impressions of the iPad.  See below and decide whether you’ll wait for version 2.0.

Andrew Pimentel, Strategy Director
I have had an iPad for about a month now.  I produce music on the side, and the first thing that struck me is how promising some of the first music software is.  I bought a ten-dollar app that made my iPad talk to my music software over my home WiFi network, making all sorts of controls available via its touch interface and making hundreds of dollars of physical equipment obsolete.

It also replaced my Kindle, though I still use the Kindle app for the iPad.  I prefer the iPad to my laptop to ‘process’ my email inboxes—deleting things, moving things to folders, and leaving whatever remains that requires action on my part to deal with when I’m in front of my computer.  It has replaced my laptop when I travel.  It is hard to argue with the battery life and svelte size and weight.

Heather Gately, Marketing Manager
The biggest thing for me is that the iPad doesn’t get hot. Ever. It’s this little miracle, especially considering how often I have it on. And its size/structure is perfect for surfing from the couch. Beyond the general e-reader benefits—carrying a library of books in your palm and being able to download in seconds—the graphics are stunning whether it’s a picture book or photos. Videos play quickly and, again, are gorgeous. For media consumption, it’s unmatched. I didn’t expect to love the iPad, but I do.

I’d say the biggest drawback, if I had to name one, falls on the app side. They tend to be pricier than iPhone apps, and most notably there is no Facebook app. (That’s what I’m on nine times out of ten when I’m watching TV.) The iPhone app version doesn’t cut it–and the website isn’t really optimized for it. But I expect that will change.

Johannes Kleske, SIM Strategist
My biggest interest in the iPad was as a device to read. It’s very complicated to get a Kindle in Germany. So I was hoping for something with a similar form factor but with a lot more possibilities. My favorite apps are the Kindle app and Instapaper. Instapaper lets you bookmark articles on the web and read them on the iPad later on, stripped of all the clutter like design and ads, just the plain text, very easy to read. This is the main way I read articles from the web now.

It has been really interesting to me to observe the change in my behavior with this new device. My iPhone is taking a back seat and is only used on the go when I need to communicate quickly. Everything else happens on the iPad, especially e-mail, calender and to-dos. I don’t do them on my Mac anymore for most of the time.

Shiv Singh, Vice President Global Strategic Services
I find myself consuming much more media than I have in the past. The form factor lets me take the iPad to more places than I’d take a laptop.  Broadly speaking it is a marvelous way to present content. I find myself engaging with advertisements too, in ways I would have never bothered to in the past. The keyboard takes a little getting used to, but it works. The lack of interaction design standards causes confusion when I move between applications or publications within the iPad.  Otherwise, complaints about it are exaggerated in my opinion.

Joe Mele, Managing Director, Client Media
The iPad is the Google killer. Now I see why Google is so focused on Android and Chrome.  Now I see why Eric Schmidt left Apple’s board. Google is afraid for the first time, and it’s not Microsoft it’s worried about.  I reached this epiphany this weekend as I spent some quality time with my new device, spending hours consuming content, connecting with brands I like, and discovering new and wonderful things to do with my iPad.  And I never opened my browser. I didn’t need Google. Then I bought more Apple stock.

Angie Tso, Senior Information Architect
It’s amazing, and it’s the first major paradigm shift to how we interact with the internet.  I thought it would be “the iPhone but bigger”— and it is, but it’s so much more!  From a user experience perspective, there is so much more potential to the design, layout, and interactivity.  Beyond that, it offers the most instantaneous, seamless access to online content of any gadget we’ve seen yet— no waiting to turn it on, and it’s always readily available.  It’s also incredibly intuitive—a must for the mass market.  My technophobe iPhone-less boyfriend has taken to reaching for my iPad instead of his computer to check ESPN.  It’s the only one of my gadgets that he reaches for on his own, and he does consistently… that to me signals a win!

David Chang, Senior Functional Analyst
I like it more than I thought I would.  It’s definitely not just a big iPhone.  The extra screen real estate lets the apps become so much richer and easier to use.  Changes the way I surf the web at home.  It’s a nicer and more intuitive surfing experience that make you feel more connected.  It also allows you to surf in more places; I surf in bed, on the couch in all sorts of body positions that weren’t feasible with a laptop. And typing on it is actually pretty decent with the onscreen keyboard!

The Content Strategy Forecast: 2010 & Beyond

Matt Geraghty   March 4, 2010


The Breakdown: For our first anniversary post, we invited practicing content strategists from inside and outside of Razorfish to share their thoughts on emerging trends and ideas in content strategy. Enjoy!

Jeffrey MacIntyre
, Principal, Predicate, LLC
Going Mainstream
Within our field I foresee a definite turn ahead: less “why” and more “how.” The UX community has by and large taken the memo–content matters–but if the message is to stick, the next turn among our foremost practitioners should be to begin demonstrating deliverables, methodology and our measurable post launch value. Which is perfect timing for Paul Ford to inaugurate the first-ever course in content strategy at the School of Visual Arts in New York come January. No pressure, Paul!

Karen McGrane, Senior Partner, Bond Art + Science
Taking Action
For many businesses, content strategy is still in the awareness phase. They’re realizing they have a problem, and they’re considering different options for how to deal with it. Over the next two years, we’ll see more businesses decide that they need to change. Companies will take action, by improving processes to evaluate and maintain content quality, and by empowering content strategists within the organization. As a result, users will get a better experience, and companies will start to reap the business rewards of content strategy. But the first step that most need to take now is admitting they have a problem.

Ian Alexander, VP of Content, Eat Media
Converging with CMS and Web Strategy
Content management and content strategy will find greater synergies. This merging of technical and editorial will give CS broader outreach at the CMS and IT level. The complex interdependencies of content strategy will embrace search strategy at the pattern level and how a site is found will not just be about SEO. “Web strategy” will become synonymous with “content strategy” and in doing so, CS will gain broader acceptance.

Bob Maynard, Content Strategist, R/GA
Beyond the Web
If 2009 was the year content strategy broke, then maybe 2010 will be the year we fix it. I’d like to think that we’ll move beyond the web-centric content strategy hype cycle and into a more fertile period of collaboration with mobile app developers, tech architects and digital signage designers. While we’re at it, let’s kill the “content matrix” and see what happens. Who’s with me?

Laura Porto Stockwell, Senior Director, Digital Strategy at WONGDOODY
Paid Content
What is top of mind for me the past few months is the resurgence of talk about gated/paid content communities. We saw so much of this 10+ years ago, and due to the economy and the financial challenges of media we are seeing it again. While this is a business decision in many ways, there is a strong content strategy component. A content strategist can help an organization understand user needs from a content perspective and therefore help craft a plan for what types of content would be most successful in a pay-per-view situation. In addition, a content strategist can help an organization better package and deliver existing content in ways that users want to interact with it (whether paid or not).

Mary S. Butler, Senior Content Strategist, Razorfish, Editor of Headlightblog.com
Social Media Marketing
The explosion of social media has been a significant contributor to increased interest in content strategy. As smart marketers realize the benefits of connecting with and engaging consumers via social channels, as opposed to treating social as a broadcast outlet, they are more likely to experience the pain associated with not having a content strategy in place. Effectively executing a brand social strategy requires an editorial plan, dedicated resources and aligning your messaging with business objectives and meeting consumer needs and goals. As brands move more of their marketing spend to social, we are going to see content strategy become even more prominent.

Rachel Lovinger, Content Strategy Lead, Razorfish
Multiplatform Delivery
Most people who know me will probably expect me to say something about the Semantic Web. Of course I’ll be keeping an eye on what happens there, but I’ve been tracking that for years so it doesn’t seem right to call it a new trend. I think the new thing that Content Strategists should be thinking about is delivering content to different devices. How do you optimize content for a growing number of smartphones, tablets, networked TVs, etc.? Not only the format of the content, but streamlining the process of creating all the content assets. And of course you can’t just take the same content, reformat it and push it out to each type of device. Savvy Content Strategists will be thinking about how to create new content products that take advantage of the strengths of each new platform.

Colleen Jones, Principal, Content Science
Influence
Staring into my crystal ball, I foresee the rise in demand for influential content. Many have talked about possibilities for “persuasive” content and technology. Turning those possibilities into realities will be the trend. Businesses will press the interactive industry for content that resonates with people. Content strategists will deliver by weaving editorial, data-driven, and social content together into an experience that influences people’s decisions and behaviors.

Michael Barnwell, Content Strategy Lead, Razorfish
Relevance and Filtering
An arms race has been building within content strategy. As powerful aggregation tools proliferate so too do tools meant to segregate content. The Cloud, feeds, and social sharing tools are delivering more and more content, while semantic tools and sentiment analysis mining are arrayed to counter that expansionist threat. The net effect, of course, shouldn¹t aim at zero sum. Content Strategists will be called upon to become expert in the diplomatic act of negotiating both of these tool sets so that a useful set of relevant content remains.

Kristina Halvorson, CEO/Founder, Brain Traffic
Ubiquitous and in High Demand
2010 is the year every agency will be racing around trying to figure out what the hell content strategy is and why their clients are suddenly demanding it. By the end of the year, it won’t be an optional service on web projects: it will be the most-requested service. 2011 will see content strategy tools and methodologies working their way into other areas of our organizations. New alignments will emerge between previously-siloed departments and functions, focusing on the creation, delivery, and governance of content enterprise-wide. Also, Conan O’Brien will be running for president.

Matthew Geraghty, Content Strategist, Razorfish
The CS Buzz
2010 and 2011 is going to be all about how we communicate as a content strategy community. It’s important to discuss trends and what the next big thing is, but let us not forget that it ultimately comes down to the community — the talent and vision of people like the ones who are submitting to this post. Creative collaboration, idea sharing, new methods of fostering talent, celebrating successes, and spreading the CS word individually and collectively. Let’s look for new and innovative ways to creatively connect, collaborate and communicate to fuel the CS buzz.

Navigating App-land

Matt Geraghty   February 4, 2010
Sometimes it takes a tip to navigate the blurring landscape of iPhone apps. (image courtesy of Steven Rhodes)

The Breakdown: Everyone is talking about the iPad, and we’re interested in seeing what develops, but in the meantime we still love our iPhones. That’s why we asked a handful of Razorfish iPhone users to tell us about iPhone apps they like and why.  Explore their recommendations and tell us what your favorite is too.

Nicholas Heasman, Information Architect
StationStops
is an awesome iPhone app that helps me figure out what trains I can catch out of Grand Central Terminal (GCT) each night without having to carry a folded paper Metropolitan Transportation Authority (MTA) train schedule. After I enter where I want to go, StationStops displays the entire schedule for my stop, highlights the next train, and tells me how long it will take. The most useful feature is the fact that the entire train timetable is stored locally, so it’s always available, regardless of cell phone reception, which can be key when shuttling around underground by subway. With reception, the app becomes more powerful by displaying the posted track numbers for soon-to-depart trains. When you’re commuting every day, not having to stop to look at the departure board is a huge win, helping save time and reduce the need to do battle with the crowds. If I could improve the app, I’d allow users to enter both origin and destination stops, instead of being required to always either depart or arrive GCT. Overall, it is a very useful iPhone app that is innovative because it encourages the MTA to open up and share more of its public transportation data.

Shiv Singh, VP & Global Social Media Lead
My favorite iPhone application is Baby flash cards. It lets me expose my son (who’s not yet a year) to new words and sounds. Why is it special – because it’s an application that can be used to help someone who is far too young to have an iPhone himself. There’s nothing strictly social about it and nor is it probably the most sophisticated application but it serves a distinct, discrete and important need without cluttering up my apartment. Is it truly pushing the boundaries of the iPhone experience? Maybe not in the traditional sense but it’s another way that I’m being brought closer to my son and that makes all the difference. The best apps are the ones that connect people to each other even if its parents connecting with their children in different ways and helping them learn.

Andrea Harrison, VP Strategy
I’ve enjoyed playing with Where the Wild Things Are app.  It was designed for the movie launch and has the standard movie info, but for me the real fun is playing with the animated Carol Wild Thing.  He interacts with you and even breaks your screen if you throw too many rocks at him.  The app lets you select pictures and contacts from your phone and insert them into the animation where Carol eats them, laughs at them and stomps on them.  You can also select music from your iPod and he’ll dance to it. All in all a great free app showing what you can do outside of straight brand promotion when you use all the parts of the phone.

John Pettengill, Information Architect
It’s hard to pick one app to be my favorite (because, really, I love them all equally), but I’ve been seriously impressed by Pocket God. A playful, discovery oriented environment combined with regular updates lead to a playful environment that isn’t technically a game. There are no rules, there are just activities to explore. The faceted game play (through clever gestures and the sheer number of things to discover) makes me come back to this app again and again whether I have 1 minute to kill or 15.

Matt Geraghty, Content Strategist
One app that has caught my eye is GQ Magazine — Conde Nast’s first shot at publishing a monthly issue through the iPhone.  It has the feel of a mini-magazine in the palm of your hand as you quickly flip, zoom, and explore content and features. Two alternate elegant viewing options are enabled by switching between the horizontal and vertical view and there’s a cool navigation bar that lets you leap instantly from page to page.  Most of all I like the simple idea of having an entire issue of your favorite magazine in your pocket . To be honest, I’m also very interested to see how the new digital possibilities play out for magazines with the iPad.  Word has it,  GQ is first in line.

Kyle Outlaw, Experience Lead
I’ve been interested in augmented reality applications lately. Augmented Reality is loosely defined as a live view of a physical real-world environment merged with virtual imagery resulting in a “mixed reality” experience (according to Wikipedia). Recent examples of augmented reality for mobile include Mobilizy’s Wikitude and Layar augmented reality browsers for the iPhone and Android platforms. I’d argue that one of the more ground breaking (and lesser known) examples of AR is ARGH (Augmented Reality Ghost Hunter). The point of ARGH is to capture “ghosts” that have been superimposed on the users’ environment using “Ghost Goggles”. It will be interesting to see how agencies and their clients will utilize augmented reality combined with social networking, geolocation services, and other mobile-based technologies to transform the physical world into something more gamelike.


The Brand & Social Media Shakeup

Matt Geraghty   September 16, 2009

coca_cola

Is your brand losing its fizzle online?  (image via FFFFOUND)

The breakdown: What is social media’s impact on the brand? Where is the line between a positive vs. negative influencer?  Do Twitter and Facebook really have a tangible benefit to the corporation’s bottom line? We asked a panel of some of our content and social experts their thoughts on leveraging social media to connect with the consumer.

Robert Stribley, Senior Information Architect

Companies who take social media seriously are reaping tremendous benefits for their brand. Coca-Cola, for instance, recently featured a prominent call to action on their homepage to direct visitors to their Facebook page.  Now, they have almost 3.7 million fans on Facebook.  So instead of relying on users’ infrequent visits to Cocacola.com to communicate their brand message, now they can expose a huge audience to it with whatever frequency they like.

Michael Barnwell, Content Strategy Lead

Social Media has the tendency to inspire brands to launch an arms race with their consumers. In the event of negative commentary, brands will feel the need to offset that commentary with ever more charm and assurance. Brands secure in their products and services will resist the urge to rapidly fire back and trust the balance of commentary to work in their favor over time.

David Deal, VP of Marketing

It’s a myth that social media puts “consumers in control.”  Consumers don’t control anything, and we don’t want to, either.  We still want two-way relationships with brands, which means both the consumer and enterprise exert influence.  Social media strengthens that relationship by empowering consumers.  Smart companies are figuring out that by using social, the brand can be empowered, too.

Abbreviated version of this blog post here.

Shiv Singh, VP & Global Social Media Lead

Brands do not have a place on social platforms. People do.

Matt Geraghty, Content Strategist

Opening social media to help build your brand or reinforce corporate goals is not without its risks.  Yet if used in a thoughtful way, there can be enormous benefit to the overall brand impression that traditional marketing could never achieve.  Take a recent post by a new Ford customer where he details the experience of reaching out to Ford via Twitter which in turn would lead to a phone call to him from Ford’s CEO Alan Mulally. How many companies are really looking for this type of transparency?  Hard to say—but now more than ever is the time for bold experimentation.

Dawn Bovasso, Content Strategist

It’s not social media that creates strong relationships with customers — it’s consistent and direct customer service. Look at Zappos, who was known for their exceptional customer service long before social media came along. Social media has only enhanced the reputation they already had, not created or repaired it. Same for someone like Time Warner Cable, who is notorious here in NYC for terrible customer service; I don’t care how much they Twitter if I have to stay at home all day waiting for them and they don’t show up. Having quick and thoughtful responses to social media is great, but it’s secondary to direct customer service.

Rachel Lovinger, Content Strategy Lead

I hardly ever use social media to connect with brands. On Twitter and Facebook, I mostly follow friends, colleagues, celebrities and organizers of events I like to go to. I don’t really even like getting email from companies I’ve bought stuff from. I guess I’m not the kind of person that likes to be poked by brands online. If I want to know about them, I’ll go to their website.

Follow Rachel on Twitter


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Events

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    Several of our contributors will be speaking this year. If you’re going, say hi to Rachel, Robert, & Hawk.

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What is this site, exactly?

Scatter/Gather is a blog about the intersection of content strategy, pop culture and human behavior. Contributors are all practicing Content Strategists at the offices of Razorfish, an international digital design agency.


This blog reflects the views of the individual contributors and not necessarily the views of Razorfish.

What is content strategy?

Oooh, the elevator pitch. Here we go: There is content on the web. You love it. Or you do not love it. Either way, it is out there, and it is growing. Content strategy encompasses the discovery, ideation, implementation and maintenance of all types of digital content—links, tags, metadata, video, whatever. Ultimately, we work closely with information architects and creative types to craft delicious, usable web experiences for our clients.

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It’s an iterative data clustering operation that’s designed to enable rich browsing capabilities. “Data clustering” seems rather awesome and relevant to our quest, plus we thought the phrase just sounded really cool.

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