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Curated content: Here today, gone tomorrow?

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By MATTHEW SHADBOLTMuch of the advice about growing a business online, especially a real estate brand presence, centers around the idea of curation. Specifically, the tenured growth of sharing links, at scale, over time. It's very often a way that we demonstrate collective value to the customer, and position ourselves as experts in our particular locale. It shows that we're taking all the hard work out of the sharing process, proactively seeking out the most interesting pieces of information, and distributing them to the social stream in a way that cumulatively builds value and sparks conversations. In short, it's one way that we differentiate ourselves competitively in an era of commoditized listing syndication, where all listings are available everywhere.However, a recent study by researchers at Old Dominion University suggests that curation might not be an effective long-term strategy because, simply put, the Web is decaying and aging in ways that destroys our old work. In "Lo...