Defeating Social Clutter

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.