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Intel “iQ” – the Future (and Present) of Social Publishing

Posted by Sheila Shayon on July 25, 2012 05:05 PM

Intel has built a new social publishing platform called “iQ” that leverages the social actions of their global employees and curates content that is capturing Intel’s collective attention, much as it's been doing externally with such consumer-facing social digital projects as The Museum of Me Facebook integration.

According to Bryan Rhoads, iQ Editor-in-Chief, “Our modern world is the product of Moore’s Law. Every piece of technology we own or online service we consume has Gordon Moore’s 1965 law as a common denominator (Moore's Law = # of transistors doubling in microchips about every two years). It’s the innovative spark that created new industries, spawned new forms of communications and revolutionized the global economy.” 

Rhoads highlights the iQ approach:

  1. Social Algorithm – iQ sources content from across the web with several layers of filters based on freshness, relevancy, shares, clicks, employee interaction and deviance from the norm.
  2. Employee Curation - iQ crowd-sources what our employees share publically online.
  3. Touch Design – iQ is designed for the mobile web in order to leverage current and next-gen laptops, tablets and mobile devices.
  4. Social Publishing – iQ highlights stories about a better future made possible by people using technology such as Brian Solis (exploration of brand journalism), Tom Foremski (“Every Company is a Media Company) and John Battelle (writing on brand publishing), and by the AMEX Open Forum experience among other brands.

Launched in Beta in English, “iQ by Intel” blends content flowing from the social actions of employees (“Flow” content) and original content from the brand or partners like Intel's The Creators Project partnership with Vice, and contributors (“Stock” content).

This blend “produces a very timely branded storytelling platform to feed the social web and our own social properties on Facebook and Twitter. We believe this to be an effective way to get our story (and the World’s technology story) into the social graph,” continues Rhoads.

Intel is implementing a 3-tiered approach to content production: the top tier includes the longer-lead, traditional content such as videos, TV spots, programs and partnerships. The middle tier is quicker, several times a week stories, visual graphics and blog posts. Bottom tier is frequent and ephemeral content such Facebook status updates, Google+ posts and tweets from branded accounts and employees.

Brian Solis, a principal at Altimeter Group, advisors to Intel, a renowned new media maven and author of seminal industry books including “The End of Business as Usual “ about the emergence of GenerationC, and “Engage,” a reference guide for building and measuring success on the social web, featured Rhoads’ article as part of a series on brand journalism and publishing from companies paving the way to what Tom Foremski dubbed EC=MC, “Every Company is a Media Company.”

iQ is “a discovery tool that narrates technology’s impact on Media, Life, and our Planet. iQ is here to remind us on how fast we’re moving as a global culture, to be cognizant of how far we’ve come and to reflect on where our planet is headed,” writes Rhoads.

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