What’s your social lens?

September 9, 2010

I’ve been thinking about new ways to look at the world through a social lens. The questions I keep asking myself are: What’s the framework that would give me a consistent view of engagement options? What are the type of engagements in social environments I want to drive? I know there’s no right answer to these questions, but I wanted to share my current thinking and how I’m applying it to my work for the Office social marketing team.

After reading Brian Solis’s Engage and Charlene Li’s Open Leadership books, not only did a walk away more enlightened on new tactics for engagement and the limitations of trying to control conversations in social spaces, but I also came to realize that collectively they offered the answers to my questions on the appropriate lens for social engagement.

Starting with Charlene’s research on the types of engagement, I created a flow chart that suggests a richer, more involved engagement as people move from Watchers to Curators. I think this is the north star for most social media practitioners – growing the community of Watchers/Sharers and moving them upstream to be Producers and Curators. Here’s the chart:

Equipped with a view of the levels/types of engagement, I needed to think about the strategy and tactics. For this I used Brian’s 5 Ps of social marketing. Looking at social engagements in the context of my objectives and applying the 5 Ps consistently to my efforts, I feel I have a consistent framework that forces me to consider some very basic but very important concepts. Here’s a view of Brian’s 5 Ps:

Here’s the all up framework compiling Charlene’s levels of engagement and Brian’s 5 Ps of social marketing:

And here’s how I’m thinking about applying this framework to our efforts in LinkedIn.

You can see in the LinkedIn example, the goals are to move community members upstream to get more engaged, and the tactics (in the context of the 5 Ps) outline how I want to go about getting people more engaged. Across all communities there’s a give and take, so the literal engagement will be to ask the community to act and give back by promoting good/valuable feedback/submissions and giving them “insider” access.

I’m still working on this as a conceptual framework, and I’d love to hear your thoughts on what I’m missing and/or different ways to utilize the great research from Charlene and Brian. The actual slides are below. If you feel like this framework could work for you, please feel free to use it, tweak it, etc. All I ask is that you be sure to source Charlene and Brian and share with me any learnings. I look forward to hearing from you.

Social Media Engagement Framework