The Three Phases of ‘Social’ Usage by Media Companies

At a recent discussion about the challenges of monetizing content through social media, Claude London of BBC Worldwide identified three evolutionary phases media companies go through with social media and their branded content.
Over the last couple of weeks, we’ve been explored Claude’s concepts with various media execs in the digital media space, and have generally received a “yep, that’s what we did” response. Given the general consensus, here are the three phases media companies go through:

• Phase 1 – “Social” as Communications
• Phase 2 – Promotional Vehicle
• Phase 3 – Relationship and Monetization Platform

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