Brands, Clutter, Web 2.0, & Ambient Awareness

There are some people in the world that I want to know what they're doing.

Not BFFs or anything like that. Just interesting people. So we're friends on Facebook, or I follow them on Twitter.

Since I'm a mass communications prof, I like to keep up with opinion leaders in the new technology field.

Today, one of the almost complete strangers that I follow on Twitter posted (or Tweeted, but I hate that word) this: "Tackling Social Media Strategy :: how do you use social media to create ambient awareness with journalists, publications & influentials?"

And I thought, "ambient awareness"? I was pretty sure I could figure it out, but I direct messaged her to see just what she meant, and she was nice enough to write back.

She pointed me to this awesome story by the New York Times.

Apparently those people about whom I want to know a little bit are those about for whom I have "ambient awareness." OK.

But does that translate to a company?

I talk a lot about Lovemarks (official site), so I know that we care a lot about the perceived personalities of brands. But do we really care about the companies?

I love Tide. But I don't much care what's going on at Tide right now. This may be different for a service company -- especially a Web 2.0 service company, such as Google or Digg. However, that's a pretty narrow sector of the economy to devise a marketing strategy for.

So if you were to reach out to me through the social networks, dear Web, would I care, or would it be yet evermore clutter in the advertising landscape?

So, do you care what's going on with the companies you love? Comment here!

Probably, only Tim will comment. But he has good things to say. So read his hopefully inevitable comment and leave a comment yourself.