My study findings suggest information overload, or “too much information” is a barrier to communication in the Web 2.0 environment. Public relations practitioners must be aware of this barrier and only share pertinent information with online publics. Online opinion leaders expect to find the information they need quickly. They find it distracting and difficult to read through fluff and unnecessary information.

Also, Web site usability is key when communicating with online opinion leaders. An easy-to-navigate Web site where information can be retrieved efficiently is more effective than e-newsletters because online opinion leaders prefer to search for information on their own terms. Public relations practitioners must keep in mind that online opinion leaders prefer to actively seek information online rather than passively receive it. As practitioners, it’s our job to make sure the information is there and easy to find.