Last week I had an interesting discussion with a colleague of mine regarding content syndication, aggregation, and the technology allowing all of this. In also thinking of an earlier example such as FriendFeed (which i've stated was like an RSS feed for social updates), I couldn't help but think of the how the aggregator service provides new thinking in how the role of personalized portals is changing.
Not only that, but I also believe that the role of the micro-site as a single point of distribution for content is changing as well. One example recently executed is Adidas' NBA All Star '09 site (via David Armano), which shows how a brand's use of aggregating social content creates a unique point of distribution as the result of content being posted, uploaded, and created across other media entities such as Twitter, Flickr, and YouTube.
The result is a micro-site serving as an aggregator for original content being posted across social media properties, which is where I think the shift towards social content strategies will emerge as we begin to come to terms with the fact that over one-third of the content we view online is now user generated.
Something to think about as we begin to understand the change in how we consume, view, and organize content. I won't necessarily put all my eggs in one basket on this type of trend becoming mainstream among marketers just yet. It will be interesting to see if users actually want content aggregated for them without and personalization input from user themselves. However, as I've discussed the notion of trust and curation being the future of marketing, I'm curious to see how the aggregation of social content could in fact become a step towards trusting brands to help us filter content for us on our behalf.
Wondering what others out there might think about the topic. Anyone?