No matter what your message, this is what you’re up against

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?

Why You Absolutely Must Get Twitter’s Unique Selling Proposition (USP)

I have mentioned social media sensation Twitter, originally billed as a so-called "micro-blogging" service, in a number of posts over the last year, and by now there is almost no way that you haven’t heard one of its seemingly nightly mentions in the mainstream media.

If you’re not on Twitter yet, you should be, if only to see what’s going on, and to grab any usernames (for your own name, your company, and your products/brands) that may still be available before someone else does.

(If you are completely new to Twitter, first watch this brief video, and click though this presentation slide deck.)

Even if you decide that you don’t have the time to invest in maintaining an active profile on Twitter, you should at an absolute minimum understand that the new "real-time Web" that is emerging due to Twitter’s popularity is changing the game in many ways:

Not only is it causing redesign changes and opening-up at Twitter’s rival social media services such as FriendFeed and Facebook. Search of Twitter’s massive real-time stream of "Tweets" (the micro-messages that users send to their follower lists), is now being called "the pulse of this society" by wine merchant turned Social Media guru Gary Vaynerchuck. And I would agree:

Should you know what 10 14 Million people (yes, it grew by nearly 50% in the last month), many of them sought-after influencers and early-adopters are saying about you, your company, your brands, your products, your market, and your business’ target keywords on Twitter?

Of course you should. Twitter’s recent geometric growth proves that it is finding itself right at the inflection point from early to mainstream adoption in these last few months. And therefore searching at Seach.twitter.com has become an absolute goldmine of marketing relevant information, one that must almost be considered indispensable at this point:

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