Recently, I've starting hiding all the status updates from the Facebook pages I've "liked." (Hover your mouse over the upper left corner of the item in your newsfeed, click on the X, and choose "hide all from [page owner].") Now when I visit Facebook, I can see what my friends are doing again, while I didn't have to "unlike" their companies and favorite charities. My trusted friends mention them in their updates anyway–if they are really important. 

All of us are looking for ways to navigate the flood of information rushing at us. In your business, and even in your personal life, you can help your supporters and customers sort out the wheat from the chaff. Notice that you don't have to be THE authority. It might take more credibility than you can muster. But you can speak up about what you know to be true and valuable. 

Steve Rubel recently made a presentation where he laid out the steps that a company can take. Even if you can't afford to do everything, start watching for the everyday opportunities to become one of the guides and not part of the distractions.

Mashable.com: Gaining Authority in the Age of Digital Overload, 2011-May-14, Steve Rubel presentation covered by Erica Swallow

1. Identify and promote the experts. Quote the people you trust and refer people to them. Put yourself in those people's company. 
2. Use curation to connect. That means when you're talking to your contacts, point them to great articles, new releases and resources. Even if they don't follow through, they'll think–"she keeps up so I don't have to."
3. Use pictures, charts and graphs as much as possible. Instant authority.
4. Publish on hubs. Go to all the "hub" sites: Facebook, SlideShare, YouTube, Scribd, and LinkedIn, then favorite and comment on the good information already posted there. Better yet, contribute original ideas. But at the least, make your space a network of great, entertaining content. 
5. Ask and answer questions. Don't act like you have all the answers, but get a reputation for asking great questions and finding out what others think. What a great Facebook strategy…