Digital/Online Marketing Communications Strategy

Visual Guide For Setting Your Social Media Direction

By on January 17, 2011 in social media with 0 Comments

Sir Walter Scott’s famous line “Oh what a tangled web we weave,” doesn’t refer to the World Wide Web, but you know, it could.

The online web is intricate. That goes double when you factor in social networks, which by design expand as they interconnect.

When you consider how social networks are just a subset of a much larger Web 2.0 system, things get really complicated.

To begin the Web 2.0 journey you have to start somewhere

The scope of Web 2.0 is wide and ever-growing. It can be daunting to know where to begin. Yet you have to start somewhere.  It’s like another famous saying, “A journey of a thousand miles begins with a single step.”

If you want to wind up at a specified end-point, it helps to get oriented before beginning those many steps. For a real-life trip, you’d use a map or a GPS device for guidance. The byways of Web 2.0 are less cut and dry — the optimal route is determined by your particular goals, strategies and resources.

Still, there are some excellent instruments for overall guidance, including the infographic you see below, created by A-list blogger, best selling author and new media business strategy consultant Brian Solis, and JESS3, a creative agency that specializes in data visualization.

Social Media Compass graphic

Big picture view of the social ecosystem

In his recent post, The Social Compass is the GPS for Adaptive Business, Brian notes this infographic “points a brand in a physical and experiential direction to genuinely and effectively connect with customers, peers, and influencers, where they interact and seek guidance online.”

The Social Compass enables you to see how various components relate to one another in a big picture kind of way. If you’re not quite sure what it all means, read Brain’s post, where he explains all the labels and how they entwine.

Take a sentimental journey to social media success

Of course, the bottom line is, even when used for business purposes, social media is about people engaging with one another. The tools and technology are important, but if you are not establishing personal and emotional connections, you’re missing the point.

So pay special attention to the outer ring of the Social Compass. Notice how it’s got words like empathy, empowerment, honesty, sincerity, reciprocation and reward. By living up to these sentiments you build genuine affinity and devotion to your brand. You’re creating meaningful relationships and goodwill that people will want to share with others. When you walk that talk, your social media activities are headed in the right direction.

- Deni Kasrel

What’s YOUR view of the Social Compass? Comments welcome.

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About the Author

About the Author: Deni Kasrel is seasoned (slightly spicy) specialist in digital/online communications. .

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