Assessing high and low commitment levels of social media tools for your business

Are you getting your daily dose of social media in the right proportions?

Stumbled upon this wonderful pyramid posted by Lee Aase on his SMUG blog. I’m drawn to the two arrows in particular – one pointing up as the Commitment level, and another pointing down as the Quantity level. If you’re interested in Lee’s observations, check out his blog. But here I have some added thoughts as to the implications of the different tiers of social media activities.

Courtesy of Lee Aase and Valeri Gungor

Courtesy of Lee Aase and Valeri Gungor

Does the higher commitment level always yield higher gains? I’m not sure. I think both the quanitity and quality of gains can go up and down the pyramid, depending on what types of gains you’re looking for.

Via Twitter, some recruiters are finding candidates while some candidates are finding jobs. Level of commitment – pretty low. Tweeting a job listing is not rocket science, and may take as little as 5-10 seconds to do. For the candidates, the amount of time required to click through the link, read the job post and respond to the job might not be all that much different from checking a job post on Careerbuilder or Monster. However, the advantage of responding to a tweet is that you’re building instant rapport with the tweeter, i.e. the recruiter. That rapport can be further developed via more tweets going back and forth. That’s where social networking begins.

Using the same example of job listings and job search, let’s take a look at the interactions between Twitter and Blogs. Checking different blogs to keep abreast of the latest job postings take a much higher level of commitment, and I’m not sure if people post job listings or talk about the jobs they’re hiring on blogs so much. However, via blogs, one could end up landing on more job postings with links on the sidebar, inspiration from the blog posts, or identifying names and company names mentioned on the blogs, but the level of engagement is more significant and the commitment to keep checking back is undeniably higher than checking into Twitter.

So what’s the point I’m trying to make? Yes, blogs require a higher level of commitment, but the lower level of commitment required by Twitter might not yield any worse results than blogs.

If you’re a company thinking where and what social networking sites you want to be involved with, then consider this: Twitter might not be as scattered or schizophrenic as one might think. The next time someone says to you Twitter is not fitting for your business, that it’s a tool for young people only (which by the way it’s not true at all, see the latest Comscore study on the changing demographics of Twitter users), ask them why they say so, how they can apply the tool for your business and make it work, and what commitment level is required. You might be surprised by how much low-level commitment tools can offer you.


2 responses to this post.

  1. Thanks for highlighting the SMUG Social Media Pyramid. I completely agree that individuals and organizations can get significant benefits in any of the general kinds of social media platforms. Twitter alone can be a good place to start, and it doesn’t require a huge commitment. In the long term, though, I believe organizations will see the most benefit from wisely using social media tools together (e.g. embedding videos on blogs, tweeting links to both) to both powerfully and nimbly communicate.


    • Posted by tweetiesblog on September 9, 2009 at 9:35 am

      Thanks for your feedback. I agree, an organization’s strategy is going to drive the usage of each of those platforms, leverage each of its competitive edge to engage customers, raise top-of-mind consideration and bring revenue.


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