hub and spoke: social media engagement model

This article on Guy Kawasaki’s blog (a report published by Edelman) has a great image depicting the social media model, which I haven’t seen before.  The case study presented is Obama’s election campaign, but it’s totally applicable to corporate usage of social media.  The image I like is on page 7, a hub-and-spoke.  The hub is the main corporate website, generating content and messages.  The spokes connect all the different social media touch points, so the messages are pushed out to the audience in this way.

We’re trying to refine this now at WSO2.  When we create a new flash demo or screencast or video, we publish it on wso2.com or wso2.org, then hit Twitter, Facebook, LinkedIn, etc.  

One more interesting point – the article notes that 60% of social media users are only part of one network, so you have to “go where the people are”.  It’s the marketers trying to reach the audience who have accounts in as many networks as possible…