Curating is prosuming, right?

Everyone, Tulane University, New Orleans, Louisiana, 2010

Starting with a quote from Umair Haque, and making the implication for marketers a little clearer: Ethan Bauley, The economics behind why attending SXSWi is important:

“Everyone is a prosumer of something.” What does that mean? For the purposes of this discussion, it means that the top consumers of any Thing typically produce a lot of social media banter (“information”) about said Thing. It means that everyone (and I do mean 100% of everyone) has something they are REALLY passionate about. If you agree that in the very near future everyone will prosume the things they love, then you [the business] need to have a communications strategy that can deal with that. Why? Because anyone can become Dooce. And because social media is an economic substitute for advertising… my reliance on the Advertiser to tell me a) a product exists and b) what I can expect from it diminished when I have so many other sources.