Is Your Brand’s Social Media Getting Diluted? Defeat Social Media Clutter!

Social media is a powerful communications tool, enabling people to traverse cultural boundaries and other traditional political, economic and religious barriers. For companies, social media is both an opportunity to increase visibility and, if not done carefully, a source of risk. As a hazard, social media can easily subsume a brand’s specific voice. In the best case scenario this “cacophony of chaos,” the millions of businesses competing for the short-lived attention of consumers through social media means very few if any words ever reach their intended audience. However, as social media messages become more diluted, the message its self can be transformed into something entirely different than marketer’s intent, leaving room for anything from a minor embarrassment or a public relations nightmare. (Think about the game “Telephone” every child plays at the third grade lunch table.) Marketers need to acknowledge this reality, while simultaneously developing new ways – and finding new spaces – that appeal to individuals who are not overwhelmed with social clutter.

Marketers also need to recognize that consumers want something new. It’s no wonder that only 2% of all ads shown on Facebook actually get “clicked”. Marketers who use social media (including Facebook and Twitter) in the same way as other companies minimize their changes of effectively reaching their audience. For exhaustion does not beget success; it simply weakens an already tired – and frustrated – group of consumers. Companies overlook this fact at their own peril, since they may forever lose any opportunity to reconnect in a meaningful way with consumers.

Numerous studies underscore this fact – that most people can maintain meaningful social connections with no more than 150 friends. And yet, consumers fool themselves – and companies further the delusion – that we can connect with a seemingly infinite number of companies about a virtually endless series of topics. From online petitions to debates about television programming to expressions of support for a given product or service, consumers rapidly “Like” or “Recommend” things, using social media, without developing a long-term dialogue with the very entities they want to support.

Success in this arena requires, not too surprisingly, avoiding the areas with the most clutter. The proverbial “sweet spots,” those places where marketers develop meaningful connections with interested consumers, represent the commercial purpose of social media: to use new technology to facilitate the exchange of ideas, promote new products and foster brand.

Simply stated, marketers should use social media more creatively by tapping into existing networks with creative suggestions that win praise from consumers. Personalization in this medium is also essential, because consumers can easily distinguish between a company that just wants more fans and a business that desires a sustained conversation with people who have credibility within their respective communities.

Finding these sweet spots takes time, but this type of investment can pay long-term dividends in trust and increased sales. Marketers should start this process by doing their research, followed by crafting a message – one that is detailed and sincere – so meaningful dialogue can ensue. These recommendations will allow marketers to avoid social clutter and uncover new topics worthy of engagement. This framework is a sound beginning to clearing the clutter before us. Now, let us enjoy the true power of social media by trying to be as innovative as those who created it.

This is a guest post by Spencer Belkofer

Spencer Belkofer has been involved in traditional and interactive media since 2007. He has worked in  agencies both large and small, including the likes of Ogilvy & Mather. After seeing the need for a strong, ROI based Internet marketing agency in Alabama, he returned to his roots and started Lumin. Lumin specializes in social media marketing and search engine optimization for businesses of all shapes, sizes, and industries.

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