Critical Mass PR

I’m checking out the paper.li app that let’s Twitter users create newspaper-style web publications based on links shared within their Twitter streams. Paper.li is yet another interesting example of mining interesting information and rendering it in a relevant format for sharing. It’s based on a user’s followers, lists or hashtags so presumably the content is of interest the to creator and those choosing to read it.

I think paper.li has a splash of brand journalism in its DNA – brand journalism being when a business creates relevant content for its audience with the genuine intent of being helpful and no sales pitches attached; in the process positioning itself as a valuable resource.

While “creating” is an ingredient of that definition, examples of brand journalism are emerging that aggregate the wisdom and good writings of people outside an organization with the goal being everyone’s mutual benefit. Working in the technology industry, for example, I see this in the form of online publications created or sponsored by a business that bring in original content from former and current journalists, or re-purposing existing work with their permission to support a common theme. Paper.li offers this in a drive-thru sense, at minimum. A business of any size or stature can create a “Daily” that pulls in stories and resources from people it feels are most relevant and share this out to its audience offering some of the goodness that is brand journalism.

Rocking the data!

I’m no ace at it yet, but I created “goodmusic Daily” on the fly using my @ryanzuk/goodmusic list that mainly follows classic rock acts with a sprinkle of jazz for good measure and folks like Jimmy Buffett to ensure a good-time vibe.

I can see I need to load my goodmusic list with more bands and artists to better fill up my paper.li Daily with stories and video, but even the inaugural edition has some highlights. A video of The Outfield, one of my fave 80′s bands, popped up and shows the fellas in the studio recording a new album (can’t wait). There’s a Huffington Post article promoting John Mellencamp’s new album (produced once again by T Bone Burnett I might add), and check out the “Duet With Myself” video link that popped up via Ben Fold’s Twitter stream if you haven’t seen it already (lots of views).

In this “goodmusic Daily” example a music publisher, radio station or talent agency might offer a paper.li or homegrown Daily for its audience without the corruption of fluffy sales pitches, although you’ll notice some Google/blog style ads that seem acceptable thus far given the free nature of tool.

What’s next?

I expect added functionality to emerge if it all takes off for paper.li and similar services. Features such as the ability to customize graphics for your Daily’s layout, standard commenting features or those that incorporate reader tweets, and the ability to provide links to your own sites (where sales dialog might then occur based on the visitor’s preferences) among others could prove helpful.

Anyone else digging in to paper.li or similar services to aggregate and share helpful data? I would enjoying learning from what you’ve found.