Mind boggling, isn’t it?

So the question is, how can your message, product, or service break through the noise?

I found this great Social Media counter widget in Jim Long’s (AKA @NewMediaJim on Twitter) thoughtful post The End of Innocence – Why Social Media Is the New Corporate Media, where he writes:

As social media has matured, I get the sense that [...] now we’re back to where we once were. Brands just want access to us and the transaction remains the same.  Look, I understand that companies need to make money and that investors need to get returns [...]. But I’m struck by the rapacious speed with which social media, its adherents, and platforms are pursuing the buck. Ironic to me, considering that it was dissatisfaction with traditional media and “push” advertising that in many respects gave rise to social media.

So, what are your thoughts? Is Social Media already dying as a marketing strategy due to relentless overcrowding, in essence a form of the “Tragedy of the Commons” principle?

Are hyper-localization or micro-niches the only possible answer to this onslaught?

One of the few things that appears to still work reliably on a grander scale is deep Archetype Branding, of the kind that Apple, successful Hollywood movies, and even some New Media personalities (like Gary Vaynerchuck, Unmarketing, or iJustine) have in common.

Any other ideas?