Digitally savvy audiences, who turn to Facebook and Twitter to catch up with friends or the latest headlines, are making it more challenging for communicators to cut through the clutter and get their messages heard. In the following Q&A, Albe Zakes, global VP of media for “upcycling” company TerraCycle, shares strategies to get your message heard—and shared—in this oversaturated media environment. Zakes will discuss Facebook Timeline, engagement tactics and more at PR News’ Social Media Summit on June 22 in New York City.