From the invention of the telephone to the spread of the Internet, advances in technology have revolutionized the flow of information and the way we communicate. There was a time when we were elated to simply search the Internet for any topic we could think of, and enjoy consuming pages of information on that topic.

Now, information is so readily available and easily shared with others to the extent that we are inundated with information. We live in a world of 24/7, “always on, never off,” media where we no longer need to seek out the news, products or services ourselves; rather, they find us! A substantial portion of this infoglut can be attributed to the advent and continual evolution of social media and mobile communications.

Interestingly, in March 2010, Hitwise reported that social network, Facebook, surpassed Internet giant, Google, to become the most visited site in the US that week! A similar trend was seen in May 2010 with more Internet traffic going to social networks than search engines in the UK.

Right now, there are more than 500 million active users who spend 700 billion minutes and share over 30 billion pieces of information per month on Facebook. Almost 2 billion videos are watched every day on YouTube, and 24 hours of video are uploaded every minute. By April 2010, Twitter already had over 100 million users sharing 55 million tweets a day.

And this is excluding information coming at us through text messages, e-mail, blogs, websites, RSS feeds and traditional media!

This exoflood of information have led many to conclude that the Information Age is behind us, and we have, in fact, entered the Attention Age in which human attention is a scarce commodity. Herbert Simon explained this concept further:

“…in an information-rich world, the wealth of information means a dearth of something else: a scarcity of whatever it is that information consumes. What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates a poverty of attention, and a need to allocate that attention efficiently among the overabundance of information sources that might consume it.”

Chief Marketing Officers are recognizing the significance of this paradigm shift in the way companies and consumers communicate and interact with each other via social media platforms, and have already begun to include social commerce in their marketing strategy and budgets, and use customer insights in key planning and decision-making processes.

Electronic dialogue about your company, your brand, your cause is continuing to take place in real time. If social media isn’t yet a part of your company’s business strategy, then you’re already falling behind your competitors.

PRiyaCOMM can help your company to spark a dialogue with the right blend of marketing and PR/communications tactics to break through all the content, and be heard.