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Excellent! Great article, I already saved it to my favourite,

I don't think social media deserves it's own row in this matrix. It belongs to a different class of media types that includes print media, broadcast media, outdoor media, etc. I can't think of an aspect of social media that isn't owned, earned or paid. You could, for example, place earned/owned/paid as rows and social/print/broadcast/outdoor as columns and fill-in the spaces with examples. I'm trying to find labels for these two "classes" of media types, but am coming up short...

I think, as many of the other comments have said, Social Media is probably too closely intertwined with Owned, Paid & Earned Media to be a separate type - since it can (and does) exist within all 3 of the other rows. A website design for example can contain an 'owned' blog which allows 'earned' social interactivity.

Hi Dave - You outlined challenges of social media marketing as lack of scalability, guarantee, and control. Since accountability and measurement are top of mind for marketers, I would love your opinion on a new social media marketing suite designed to solve these issues, launching tomorrow... StrongMail has created a product suite that marketers can use to engage with their brand influencers in social channels and get detailed performance measurement and analytics. Check out these live examples of campaigns that are going on right now… http://mozy.com/share http://store.theflip.com/en-us/designs/upload.aspx?cid=m2 3. To complete the suite, a campaign management application will soon launch in private beta, to help marketers engage their fans and followers on Twitter and Facebook, with detailed analytics on campaign performance. Would love to get your thoughts on this approach...

The challenge with setting social media apart from the other categories is that social media channels are so intertwined with the other categories. For instance, a Facebook fan page is, arguably, owned media at its foundation while its interactions are, conceivably, earned.The expectations of the fans of a page are that the page owner will offer up something of interest: in other words, a Facebook fan page that isn't managed by its owner risks atrophy. Even forums, to some extent, need community management and sometimes encouragement. I wonder if perhaps social media might not be more appropriately considered a methodology rather than a specific medium. I'm using the word "methodology" deliberately since you and I have certainly had enough conversations about the ill-coined phrase "social media strategy" for its confusion of tactics with communication strategies. What I'm wondering if perhaps we should start thinking about marketing channels and tactics as having a social dimension. Back in the day when "viral" was the hottest buzz word, the means of spreading content were neither as easily measurable nor as fun as the digital medium has afforded us. When we did so-called word of mouth or buzz marketing before the advent of Facebook, Twitter, YouTube, etc., measurement was challenging and expensive, and ROI was even more elusive. Since the best way to validate the robustness of a model is to test it, if we turned back time to when buzz marketing was all the rage (I remember one campaign where we called it influencer marketing), would we have added WOM as a fourth item in the chart? Social media, of course, is much more than just buzz. That's what I love about it. For all its dynamism and multi-faceted effects, I'm still reluctant to position it as a separate class (or species, if you will) of media.

In the world of social meadia marketing, there really is a big changes, a big improvement by means of making business and getting all things done possible.

Dave, I do agree with others that social media is nothing more than a way for us marketers understand what customers are talking about in regards to our products/services. Due to its rapidly evolving nature I'll probably include it as part of the "earned media" column as the only difference is the ability to respond to the information posted by others. But I think if you separate it as a different type of media, then you'll be doing the opposite of what you so splendidly accomplished with your ecosystem model: complicating it. Great post! --Paul

Dave, I think in this case, social networks seems to be the better label for the fourth row. Social media might include any number of items you included in other categories. Blogs are completely owned (unless we turn the comments off and even then ...) and neither are some Web sites, which will likely become the portal to all these other online assets. And even then, doesn't Digg, StumbleUpon, etc. make even the most static Web sites social? You're moving in the right direction in terms of modeling, but at the end of day, do keep in mind that social media is it's own environment that encompasses all of those things. Best, Rich

Dave I would lay Social Media as the foundational block of the simplified model. This is my approach for Samsung Mobile's strategy as we move into utilizing Social Media as a daily model to support our Owned, Paid, and ever evolving Earned media.

I think that social media can have it's own row, especially since the number of tools available and at wide use is always growing. I will, however, also have to agree with Stuart in that it overlaps with other content. For example: a website or blog (defined as owned) are forms of social media. Also, one major benefit that I would like to see included in the SM row, if it were to be added to the chart, is the ability to measure the effectiveness of your actions.

Thanks for the simpler model. Much better : ) To answer your question -- should social have it's own line. I'm wondering about combining social and earned. Social depends on at least earning your audience and your efforts would be fruitless without an audience. I think it is all earned in some respect, right? Your thinking is very much in line with an article I recently posted about the continuing importance of the website in the overall strategy: http://businessesgrow.com/2010/03/04/do-websites-even-matter-any-more/ I will add your post to the bottom of mine as an important reference for my readers!

Ha. I actually just made this presentation at Mullen. Way too funny. I tend to throw social in with the other media channels because it touches each and every aspect of the organization. It's tough to classify it as a "defined channel' because it overlaps with other content.

I don't think social media deserves it's own row in this matrix. It belongs to a different class of media types that includes print media, broadcast media, outdoor media, etc. I can't think of an aspect of social media that isn't owned, earned or paid.

You could, for example, place earned/owned/paid as rows and social/print/broadcast/outdoor as columns and fill-in the spaces with examples.

I'm trying to find labels for these two "classes" of media types, but am coming up short...

I think, as many of the other comments have said, Social Media is probably too closely intertwined with Owned, Paid & Earned Media to be a separate type - since it can (and does) exist within all 3 of the other rows. A website design for example can contain an 'owned' blog which allows 'earned' social interactivity.

Hi Dave - You outlined challenges of social media marketing as lack of scalability, guarantee, and control. Since accountability and measurement are top of mind for marketers, I would love your opinion on a new social media marketing suite designed to solve these issues, launching tomorrow...

StrongMail has created a product suite that marketers can use to engage with their brand influencers in social channels and get detailed performance measurement and analytics. Check out these live examples of campaigns that are going on right nowu00e2u0080u00a6

http://mozy.com/share

http://store.theflip.com/en-us/designs/upload.aspx?cid=m2

3. To complete the suite, a campaign management application will soon launch in private beta, to help marketers engage their fans and followers on Twitter and Facebook, with detailed analytics on campaign performance.

Would love to get your thoughts on this approach...

The challenge with setting social media apart from the other categories is that social media channels are so intertwined with the other categories.

For instance, a Facebook fan page is, arguably, owned media at its foundation while its interactions are, conceivably, earned.The expectations of the fans of a page are that the page owner will offer up something of interest: in other words, a Facebook fan page that isn't managed by its owner risks atrophy. Even forums, to some extent, need community management and sometimes encouragement.

I wonder if perhaps social media might not be more appropriately considered a methodology rather than a specific medium. I'm using the word "methodology" deliberately since you and I have certainly had enough conversations about the ill-coined phrase "social media strategy" for its confusion of tactics with communication strategies. What I'm wondering if perhaps we should start thinking about marketing channels and tactics as having a social dimension.

Back in the day when "viral" was the hottest buzz word, the means of spreading content were neither as easily measurable nor as fun as the digital medium has afforded us. When we did so-called word of mouth or buzz marketing before the advent of Facebook, Twitter, YouTube, etc., measurement was challenging and expensive, and ROI was even more elusive. Since the best way to validate the robustness of a model is to test it, if we turned back time to when buzz marketing was all the rage (I remember one campaign where we called it influencer marketing), would we have added WOM as a fourth item in the chart?

Social media, of course, is much more than just buzz. That's what I love about it. For all its dynamism and multi-faceted effects, I'm still reluctant to position it as a separate class (or species, if you will) of media.

In the world of social meadia marketing, there really is a big changes, a big improvement by means of making business and getting all things done possible.

Dave,
I do agree with others that social media is nothing more than a way for us marketers understand what customers are talking about in regards to our products/services.

Due to its rapidly evolving nature I'll probably include it as part of the "earned media" column as the only difference is the ability to respond to the information posted by others. But I think if you separate it as a different type of media, then you'll be doing the opposite of what you so splendidly accomplished with your ecosystem model: complicating it. Great post! --Paul

Dave,

I think in this case, social networks seems to be the better label for the fourth row.

Social media might include any number of items you included in other categories. Blogs are completely owned (unless we turn the comments off and even then ...) and neither are some Web sites, which will likely become the portal to all these other online assets. And even then, doesn't Digg, StumbleUpon, etc. make even the most static Web sites social?

You're moving in the right direction in terms of modeling, but at the end of day, do keep in mind that social media is it's own environment that encompasses all of those things.

Best,
Rich

Dave

I would lay Social Media as the foundational block of the simplified model. This is my approach for Samsung Mobile's strategy as we move into utilizing Social Media as a daily model to support our Owned, Paid, and ever evolving Earned media.

I think that social media can have it's own row, especially since the number of tools available and at wide use is always growing. I will, however, also have to agree with Stuart in that it overlaps with other content. For example: a website or blog (defined as owned) are forms of social media.

Also, one major benefit that I would like to see included in the SM row, if it were to be added to the chart, is the ability to measure the effectiveness of your actions.

Thanks for the simpler model. Much better : )

To answer your question -- should social have it's own line. I'm wondering about combining social and earned. Social depends on at least earning your audience and your efforts would be fruitless without an audience. I think it is all earned in some respect, right?

Your thinking is very much in line with an article I recently posted about the continuing importance of the website in the overall strategy:

http://businessesgrow.com/2010/03/04/do-websites-even-matter-any-more/

I will add your post to the bottom of mine as an important reference for my readers!

Ha.

I actually just made this presentation at Mullen. Way too funny.

I tend to throw social in with the other media channels because it touches each and every aspect of the organization. It's tough to classify it as a "defined channel' because it overlaps with other content.