Last week, Matt Peters published an article extolling the need for thoughtful consideration of the already-cluttered state of information most of us exist in, these days. For individuals, this means floating in what can seem like a vast stream of information (be it news items, tweets/status updates from friends and family, or announcements from brands and organizations), and dealing with the challenge of filtering that information in ways that make it meaningful. Like any irrigation system, assuring that information in the stream, no matter what the source, gets to the right destination is essential. For brands, and for marketers savvy enough to get in the know, this means understanding how your audience filters its streams already, and determining how best to make your messaging mean something to them.
When I look at the ways I filter my own information streams, it’s a combination of tools provided by the social networks on which I’ve chosen to be active, and some home-made tools that were born from those most organic drivers of innovation: circumstance and convenience.