Social Overload?! Can you handle the pressure?!

March 26, 2013

Every brand wants you to join their community.  Overload, too many social channels – internal networks, external networks, personal networks, a new social media tool launched once every 24 hours.  Everyone wants to collaborate, work with each other.  Can we handle all the pressure?

  • 76% of brand conversations happen offline
  • 14% of brand conversations happen by phone
  • 8% of brand conversations happen online


Have we hit a social media plateau?

In recent client conversations on usage of social media, the trendsetters appear to be “socialed out”.   Most early adopters seem to be overwhelmed with their personal, corporate,  and professional social networks.  In fact, respondents feel that adding any additional network for anything social is quite overwhelming. 

Recent early adopter surveys identify five key phases of social media adoption.  Per Ray Wang, they are: 

Phase 1: Eager early adopters. Users eagerly experimented in the newness of the medium.   Early adopters attempt to apply the medium to everything.

Phase 2: Ubiquitous usage. Rapid adoption put the medium in the hands of the masses. 

Phase 3: Relevant ratonalization. Brands and enterprises apply the medium to the right business use cases and processes.

Phase 4: Desensitization and fatal fatigue. Inundated with marketing, bombarded with irrelevant content, and tired of the newness of the medium, customers begin tuning out.

 Phase 5: Rejuvenation. Maturation of the medium ushers an improved era of engagement.

 What do you think ?


  1. Fatigue has definitely set in, whether it’s social or business. So many Communities; so little time! Have the masses really gotten their hands on the medium? Or is the information being driven primarily by people under 25? If that’s true. then the information has a bias.

    • Laura: Yes, the fastest growth is the Gen Y,and the generation over 55 years! So still biased I think. This is why this cannot be just virtual

  2. Under the personal catergory, the parental supervision subcategory of monitoring tweens on social media is overwhelming and draining. I was so tired of the junk posted on instagram I deleted my account and my husband supervises now. This year we rolled out a social media program in our PTA and hopefully next year we can address some of these issues with parents on how to privatize their accounts.

    • I agree. I blogged on some tips and hints for parents. I’d love to know what you think of it.

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