I came up with this continuum as I was thinking about the various phases that both individuals and organizations go through when breaking into and then evolving in the world of social media.
The diagram is pretty self-explanatory, but I want to point out the two “mindshifts” that I’ve identified along the curve. The first mindshift occurs between the ”broadcast” and the “participation” phases, when the individual or organization has the “ah ha” moment of realizing that social media is not another broadcast tool, but rather, a way to engage with others. The second mindshift occurs between the “relationships” and the “collaboration” phases, when the individual or organization realizes that focusing on increasing the value for others–the collective–is more beneficial (to the individual/organization AND others) than focusing on increasing the the value for itself.
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