Social Media Frameworks Overlay

So far there are various types of models and framework created in an attempt to frame up how marketers look at social media. I attempted to overlay a few models to create another dimension to look at social media.

Before I share the new model, here are some of the existing framework/model created by various company/individuals.

Social Technographics: Types of Social Media Users

(Source: Social Technographics from Forrester)

Social Technographics classifies people according to how they use social technologies

• Creators make social content. They write blogs or upload video, music, photos or text.
• Critics respond to content from others.They post reviews, comments on blogs, participate in forums and edit wiki articles.
• Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com
• Joiners connect in social networks like MySpace and Facebook.
• Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews.
• Inactives neither create nor consumer social content of any kind.

Types of Social Media Platform/Sites

(Source: iCrossing – What is Social Media Nov 2007 & Wikipedia – Social Media)

• Social Networks : these sites allow people to build personal web pages and then connect with friends to share content and communication. (e.g. Naver (KR), MySpace(AU), Facebook(SG), LinkedIn(professionals))
• Podcasts: audio and video files that are available by subscription, through services like Apple iTunes. They are portable files that can be downloaded to a device and played anytime.
• Wikis: these websites allow people to add content to or edit the information on them, acting as a communal document or database. Creating a collaborative site or document is the key here.
• (e.g. Wikipedia).
• Blogs: perhaps the best known form of social media, blogs are online journals, with entries appearing with the most recent first. (e.g. blogger, wordpress, vlogs – video blogs)
• Customer Review/ Shopping Sites: communities or sites which allows customer to rate products and services or provide comments.
• Forums: areas for online discussion, often around specific topics and interests. Forums came about before the term “social media” and are a powerful and popular element of online communities.
• Content sharing communities: communities which organise and share particular kinds of content. The most popular content communities tend to form around photos (Flickr), bookmarked links (del.icio.us) and videos (YouTube, Todou(CN)).
• Microblogging: social networking combined with bite-sized blogging, where small amounts of content ('updates') are distributed online and through the mobile phone network. (e.g. Twitter)
• Q&A: Quick question and answer where user can rate best answer (e.g. Yahoo! Answers, Naver Knowledge Inn)

Types of Social Media Marketing Tactics

• Topic/ Forum Management - Engage in forums and discussion board to drive a message across or address support issues. It can be doned by agencies or even company's employees or even friends and family of company's employee (unbadged)
• Key Influencer - Engage key bloggers or power bloggers (> 1000uv per day) who will then write about your products/ services, etc
• Content Distribution - Create company managed blogs, group pages (e.g. in facebook, etc). Also include disseminating content into product review sites / comparison sites.

By combining these frameworks together, one can decide based on the % of users in the social technographics in different country (check with Forrester.. they have the latest statistic by country) and then decide which social media tactics to use in different types of social media sites. For example, China has lots of "creators", hence competitions like photo upload/ writing stories may work in China.

Any thoughts on this framework?