For marketers, though, it's somewhat less exciting. If Google+ and the 'circles' concept takes off, companies could have a much harder time reaching people through social media. After all, if users spend more time posting content to and reading content from just their circles of friends, doesn't that make it harder for marketers to get a message through? The more selective a user is in who they listen to, the more likely they are to screen marketing out of their world. It's a growing fact of life in online marketing Google's done something similar with its Gmail 'priority inbox' feature, and Twitter's lists (as well as the lists features in Tweetdeck and Hootsuite) help people screen out non-essential messages as well. And fragmentation of social platforms doesn't exactly help marketers either: The more unique social tools our customers use, the more time we spend developing for and managing different platforms. So if Google+ catches on, there's a real chance social media marketing will become more difficult than it already is.