Clay Shirky has famously remarked that "it's not information overload, it's filter failure."
The opportunity for each of us, then, is to be that filter for our community.
In "10 Ways to Grow Your Fans," I called it "Content Curation."
Whatever the name, the measurement comes when you get a note like this from Archie Biggs of the National Association of Solutions Providers and Channel Partners (say that 4 times fast).
In response to the post on "How Facebook Just Transformed Brand Marketing", he wrote:
Thanks for helping us understand what this update by Facebook really means.
Now, this isn't about me tooting my own horn (ok, maybe a little, but hey, it's my blog).
What it's about is how Archie reminds us what ALL of our community members value.
It's not DATA. It's Context, Analysis, and Meaning.
Archie can go to 100 places and get a "How To" on the new Facebook feed or any other tool out there, but what he really values...and what your community values is...
Help Us Understand What It Means To Us
On the surface, it looks like everyone wants a recipe, a guide for doing stuff and sure, that's helpful, but it's a commodity.
We don't want to be in the commodity business.
Providing thoughtful interpretation via your unique lens so that others have a better understanding of WHAT they should do (they'll figure out the HOW soon enough) is where you create value and build loyalty.