My Dirty Little Social Media Secret? Content Hoarding Tools.

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I have a confession to make.  I don’t usually share this sordid obsession, but I feel it’s long overdue.  A cathartic moment is good for the soul, and it doesn’t hurt one’s Google page view rankings either.  So please let me unburden myself, step into my tawdry, secret pixelated world.

I am a hoarder.  I collect things.  Lots of things.  But please do not let your imagination run amok with claustrophobic images of a decrepit, insidious lifestyle.  I’m not making a veiled cry for help, or a pitch to be the next celebrity profile on A&E’s voyeuristic Hoarders show.  Let me explain myself.  I am a digital collector.  I packrat hundreds — if not thousands — of links, PDFs, images, ASCII text files, audio recordings and videos.  I have been collecting what we now call “content” since the proto-Internet, when 300-baud dialup modem connections delivered the first consumer access to online periodical literature via Dialog’s Knowledge Index service.  That’s when CompuServe and public BBS systems offered real-time chat, downloadable information resources and professional forum engagement long before LinkedIn codified the business discussion group.

Leveraging the Hoard

My “hoard” however is not reflective of some pathology or an odd penchant for accumulating digital wealth with selfish intent.  For traditional and now social business applications, my stash has always been a strategic professional asset to promote and manage the perception of companies, brands and products.  To take small, unknown companies and make them look bigger than they really are; as important as major players that generate inbound events virtually on autopilot by the sheer momentum of their already well-established brands.  Each step of the way, leveraging a knowledge hoard has meant the difference between a public relations or marketing opportunity, or continued obscurity on the outskirts of the Department of the Also-Ran.

Your Social Net Worth

“Content is king” used to be a cool marketing mantra chanted by the purveyors of social media services to impress companies and client prospects with the new demands of the dynamic Web.  It didn’t have a very long shelf-life, as these days the expression is largely derided by those same influencers as simplistic and highly ambiguous social media white noise.  But content is still important, and now we can get beyond the superficial sloganeering.  What we really mean is information is power.  Not new, always has been, always will be.  Call it trite, but it’s true.  In every tweet, every blog post, Pinterest pinup, Facebook status or Google+ update, the power of your social business presence can be enhanced by the quality of the information you share and, perhaps more important, how quickly you can share it.  There’s nothing like the potency of an on-target content reference in a blog comment thread, discussion group joust or fast-flowing tweetchat.  Colleague Judy Gombita recently dropped a 5-year-old reference link in the middle of fast-paced exchange.  It made a lasting impression for her personal as well as her professional brand.  Your social net worth goes up a notch or two when you come armed with the immediacy and authority of your knowledge vault.

So, if you dare, come with me into my somewhat secret world as I share a few of my favorite tools and strategies for maximizing the content that you keep.  Vicki Flaugher has groaned that she loathes Top 10 lists, but hoarders love lists — the bigger, the beefier…the better.  It turns out that blog posts featuring lists have very high page views and are practically an institution with readers, which only suggests I am not alone in my passion for savoring, sharing and strategically leveraging my hoard of links and buckets of files.

Tools of the Storage Trade

There are dozens of ways to create and share your hoard.  Most of the tools these days integrate seamlessly with browsers and enable mobile access to your stuff on phones and tablets.  Make sure you leverage browser plugins, toolbars and special bookmarklets (little JavaScript browser links) if provided, which shortstop the drudgery of manually cutting and pasting text and links for storage and social sharing.  I don’t collect or use every available tool, though I admit I must often fight the temptation.  For creating an information repository, rely on tools that emphasize speed, or frictionless processing and sharing.  If you are a heavy consumer of blog and news site content, you don’t have time for apps to churn and store your social business treasure chest.

Here are my Top 6 approaches to managing an online hoard, with some tools and techniques to support anyone’s digital excess:

  1. Virtually every pixel I hoard is tweeted, and BufferApp, hands down, is my favorite tool to fill my stash and dole it out over time.  Most important, it supports my preferred Twitter habit of cherry picking sound bites from posts, rather than the standard routine of tweeting headlines.  That’s ultimate transparency and a personal branding statement.  To wit: I read what I tweet.  I also religiously seek out and add bylines for authors.  Yes, this is extra work, and BufferApp caters to my hyper-collecting passion.  Suggestion to writers: include easy-to-locate Twitter handles with every post; don’t make me work so hard to credit you in addition to the person who shared your work.  You may also like to try a similar but not as robust offering from Timely.
  2. For packing away all of my favorite links, the trusty social bookmarking veteran Delicious has served me well, though rumors of its demise had a lot of my fellow packrats scurrying for a replacement.  Delicious appears to be safe for now with a new owner, but I am reminded that nothing beats the security and safety of your browser’s built-in bookmark storage system.  I still load up on bookmarks in FireFox, Chrome, Safari and IE, using different browsers for specific business applications.  Alternatives to Delicious include Diigo, with its cool highlighting and sticky note widgets, and Pinboard, though the service has a small one-time fee (around $10).  Pinboard connects to my Twitter account, so every tweeted link is stored and, if I like, hashtags can be automatically converted into filter tags.  Plus Pinboard delivers very powerful search capabilities for all the content (tweets and links) you have shared.  Regardless of which solution you pick, the good news is your bookmarks are highly portable.  You can import and export between these services and your browsers, so your “collection” is relatively safe as long as you are diligent about backups.
  3. Speaking of “pinning” stuff, unless you’ve been searching for ancient lakes beneath Antarctica, Pinterest has been trending wildly in recent months.  Business took notice as the visual bookmarking site saw an infusion of major brands and industries.  While some complained about “yet another social media tool to learn,” I was delighted to see more hoarding options and new ways to showcase a collection.  Suggestion to anyone who wants their content to be friendly to Pinterest or competitors such as Gentlemint: make sure you include a good photo or graphic with your post, and preferably not your mug shot.  If your site is only populated with affiliate advertising, you’ll be stuck on the pinup sidelines.
  4. When I was in the newspaper business, we had a room set aside with wall-to-wall file cabinets to store every article ever published — dutifully clipped (with scissors) and filed away in folders.  The digital revolution put an end to that barbaric era.  For literally “clipping” the full content of posts and news articles, or simply jotting down story and project ideas, nothing beats a little tool called Evernote.  This is an app that exists everywhere: in the cloud, on your PC or Mac, your phone or tablet, and all in synchronous harmony.  A benefit of Evernote is that it saves full content for off-line reading, especially handy for when a site goes down or a link disappears forever.  It happens.  And Evernote directly shares to Facebook or Twitter, or you can create unique Evernote links to your “clips” for email, IM or posting on any site.  For a lighter weight clip-it-now-and-read-it­-later alternative, try Instapaper.
  5. If you are already paying for a cloud-based file backup service such as Carbonite or Mozy you may not know that you also have instant remote access to every document, photo, music track and video on your PC or Mac.  For me, that’s a 170-gigabyte hoard — and growing.  Depending on the mobile device, you will have options to email, print or view virtually any file format, as well as play music tracks and watch videos.
  6. You can’t totally trust the Net.  Links die, domain hosting companies have outages and sites go completely out of business.  Plus I often need to share documents, news releases, whites papers, backgrounders and others files with friends, clients, news media and business associates that are too large for email.  So I have created my own cloud-based knowledge base.  If you host your own blog or website, you can use the free file transfer utility FileZilla to copy files to folders on the hosting server, and then provide URLs to your contacts.  If you are not hosting a site, there are quite a few online storage services with free and paid options, such as Dropbox or iDrive.  Concerned about security for your self-hosted shared archive?  Password-protect private files, or compress and encrypt files with a utility such as WinZip.

Though I’ve had fun with the theme of digital hoarding, the fact is that the social business world continues to accumulate and share files and links at a mind-boggling rate.   While you are consuming and sharing, you can also strategically organize this information so it can be selectively leveraged for tactical business objectives.  There’s a lot of power in your hoard.  Let’s just keep this our little secret.

Joel Don
This monthly Social Business Trends column is contributed by Joel Don. Joel is principal of Comm Strategies, a consultancy that leverages public relations strategies, reputation enhancement and social media tools to maximize business success. Joel has worked for several PR and marketing agencies, and previously served as a public information officer at UCLA and UC Irvine. He also directed business and financial communications at a Fortune 500 computer manufacturer. Formally trained as a journalist, he has written for daily newspapers and national magazines throughout the country. In addition, Joel developed a digital solution for measuring the readership of company news prior to the advent of today’s link-tracking systems. +Joel Don
Joel Don


Community manager + social media/PR consultant helping you leverage the right strategies & tools. Skier & PADI scuba instructor
Where to find Social Media Reach beyond Facebook #organicsocial via @Bluebelldigital - 11 hours ago
Joel Don


  1. says


    This blog is just the best. I have been trying out so many software products and starting to lose track of just what I have been looking at.  You have outlined a great approach and I am happy to say that I have selected several of those tools also. Phew…I was starting to wonder if I was becoming a social media hoarder and not a harnesser!I know I did one thing very well…I receive your blog in my gmail!Keep the tips coming.  Like Leslie, before me, I would like to hear your thoughts on StumbleUpon, Reddit, and Tumblr…Thank you,Anneliz

  2. prcoach says

    Joel, great list of resources for any social media packrat. I’d to the list as an excellent way to save and share content. It’s becoming a valuable niche research tool too.

    • says

      Appreciate the feedback. There are so many wonderful tools for collecting, and often there’s overlap in features (you need to watch out for duplication).  My thinking is to select the tools that blend well with the volume of information desired. Also, I didn’t get into search, which would be a separate topic. That’s a key evolutionary issue for all of these apps.

  3. says

    Yes, it can be overwhelming.  I don’t think it’s practical to use every content-collecting tool, although nothing to stop you.  Neal has written several posts on StumbleUpon and Tumblr, which are fine tools. I have been collecting for so long (before we had these cloud-based solutions) and realize that a key feature is portability, i.e. the ability to transport content archives to new and improved systems and formats.

  4. says

    Joel, these tools are only enablers…and good ones at that! I confess I too have a touch of the content hoarder in me but perhaps less than you. Thanks for mentioning my groan over lists as an attention grabbing mechanism in copywriting – the fact that you love lists because they give you more to scurry away as a hoarder doesn’t make it better for me. I feel sad – do you SEE what havoc lists have wrought? Oh, the humanity! BTW – what step are you on? Oh, wait, you’re not even in recovery yet?…I thought not…

    Great post, great info, now…go save some links or something!  And, don’t even think for a minute that you will escape Pinterest – it’s a hoarder’s heaven – think of all the pretty pictures (with links behind them) you could save! LOL!

    • says

      Vicki, it’s your fault now!  Every time I think about a post, Brian Pittman’s admonitions echo in my mind: lists, lists and more lists. If anybody pushes back, I pull your story out of my hoard to validate some dare to go against the grain. Unfortunately, resistance is futile. You can bet any list on that.

  5. says

    I do so like your writing, Joel! That sticky image on the other hand…not (quite) so much! :-)

    We’ve shared so much information and links and confidences that I’m not even sure I know to which five-year-old reference you are referring. Is it the story I told you about the interns?

    Bookmarking this one for future references (joining a huge hoard) and eagerly anticipating your April post.


  6. says

    A man after my own heart.  I thought my hoarding habit was mine alone.  

    Thx for the useful tips.  I just discovered Buffer a few weeks back and am quite happy with it: glad I made a good selection.

    • says

      Edward, you are not alone. There are many of us quietly, secretly….collecting, storing, hoarding. There’s vast, untapped power in those pixels.

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