I want to call it “Trusted Filters,” as I think the combination of the perception of “Information Overload” (thought it’s really ‘filter failure,’ right?) and the increased focus by social platforms on catering to brands/businesses means that the amount of “noise” to which most people will be subjected is going to be on the rise…significantly.

Add to that the increased concerns about privacy, what companies do with the information, and a perceived lack of control by individuals (potentially) over how companies use that info (see Target and the prediction of women’s pregnancy) and you have a strong need for organizations that will serve as your personal advocate/watchdog.

You are already seeing this in the form of MyPermissions.org which helps you keep track of who has what access. It’s the beginning.

I think you’ll start seeing more of these tools/sites/services pop-up as people become more aware of just how much of their info is out there.

Background

I was a guest on Bob Knorpp’s show, The Bean Cast this past week. It was a great discussion with some solid folks including Joe Jaffe, Angela Natividad, and Christopher Baccus. I recommend you check it out.

Some of the topics we discussed were

• earned vs. paid vs. owned media
• the value of Olympic sponsorships
• why mid-roll ads in videos are better than pre/post AND why people click more on ads in Video on Demand than Live
• is Starbucks making a smart move by crowdsourcing charitable contributions

At the end, Bob asked for "Trends to Watch." I had a list of 4, but only got to share one of them. So, figured I'd share the remainder on this blog over the next few days.