The Social Clutter Conundrum Elizabeth Doupnikhttp://lizdroupnikwwd.wordpress.com Scroll through a basic social feed and ads will likely appear at an increasing rate. Brands and retailers have fled to the social sphere, invading a venue once maintained for users' personalized posting. And though brands are now integrating social into holistic advertising strategies, these efforts face the risk of turning off potential customers before they even complete a purchase. Brands and retailers have clamored vigorously to approach social media as the apparent golden ticket for consumer approval. "We're really excited to announce today that 65 million businesses are using our free Pages product, and five million are using Instagram business profiles. More and more of these businesses are becoming advertisers with over four million advertising on Facebook and over 500,000 on Instagram," said Sheryl Sandberg, chief operating officer and director and member of equity subcommittee at Facebook in a recent fourth-quarter earnings review. This presents a complex paradox: Marketers are charged with unleashing strategies in the ecosystems in which shoppers reside — social — and yet consumers prickle at the first detection of inauthentic or oversaturation of said campaigns. It's a tightrope to toe. "The most important thing marketers can do is not bucket social into its own silo. Advertisers need to approach social
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