The importance of being a concious curator - the human element in the curation process is the only way to be successful.
Consumers and brands are both becoming content curators. The big question is who will win the content curation war: robots or humans? Consumers are humans (one assumes) who curate based on their taste and follow peers and influencers with similar tastes to curate from. Brands are not humans, though consumers hear from them every day through social and have a crafted personality. And for many brands, the robots are the curators.