Trends Report

Defeating Social Clutter

Strategies For Connecting With Increasingly Overwhelmed Audiences

October 4th, 2010
Nate Elliott, null
Nate Elliott
With contributors:
Emily Riley , Sarah Glass , Jennifer Wise

Summary

As consumers' use of social media matures, a new challenge faces marketers: connecting with their target audiences in increasingly cluttered social platforms. Many interactive marketers are falling victim to this clutter, as users can barely keep up with their friends' social activities — let alone what brands and marketers are up to. But while there are some noteworthy ways to get through the clutter — such as leveraging the power of peer influence — we also advise marketers to look for ways around the clutter. Companies building new brands should focus their efforts on existing social platforms, offering topics and tools that haven't been used by other social media marketers; those hoping to provide long-term support to established brands might choose to launch product- or brand-specific communities and networks.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.