I suggest there are 5 primary models a brand can use to communicate with its audience via social media. (These models can be applied to other media as well, but some work much better, and are much easier to execute using social media.)
- Direct Communication
- Communications Catalyst
- Cooperative Communication
- Participatory Definition
- Brand Embodiment
Direct Communication: Occurs when a brand communicates its message directly to the audience.
Timeline: Instant
Participation: Minimal
Example: Youtube Video (Dove Evolution)
Communications Catalyst: Refers to a brand that encourages or provides the means of communication between two or more customers.
Timeline: Short
Participation: Minimal
Example: Crowd Sourcing (Best Buy IdeaX)
Cooperative Communication: Is a type of participatory marketing, where the brand proactively participates with its audience.
Timeline: Intermediate
Participation: Results proportional to participation
Example: Dynamic Facebook Page (Dew Labs)
Participatory Definition: The opening of a brand to influence, or re-design by its audience.
Timeline: Intermediate to Long
Participation: Minimal, but ongoing for better results
Example: Customer-Generated Branding (Doritos Undefined Flavour)
Brand Embodiment: Happens when an individual, or group of individuals, develop such a strong affinity for the brand that they will recommend it without being prompted. (Of course this also means, that if prompted they'll recommend the brand, and also means that it's their brand of choice.)
Timeline: Long
Participation: Substantial, and ongoing
Example: Apple* (Check out the # of related videos & comments)
*Note: Apple isn't the best example, because they didn't strictly use social media to follow this model. A better example might be Best Buy.
It's important to know what model you plan on following, and map out the way to achive your goals. The knowledge that there isn't just one way to participate in social media can help you plan the most effective campaigns. (Many brands follow the 'Cooperative Communication' model, but might achieve a higher ROI using a different model.) It's also important to note, that multiple models can work together to provide a higher ROI; especially when dealing with different types of content.