Spectrum

Social Media Drink of Choice

ROI Perspective

Characteristics

Skeptic

Whiskey

Skeptical of value, wants hard ROI based on core business value

• "Kool-Aid is for Kids"
• Hard-nosed Business Focus
• Kids are on Facebook
• You will have to prove it before believe it

Open

Wine

Open to opportunity, but wants a tangible impact on the business

• "Show me a Strategic Plan"
• Needs a rationale for investment
• Wants a business focus, but willing to experiment

Agnostic

Beer

Believes in value, wants accountability to business

• "We (company) have a social media plans"
• But not sure what that long term strategy really is...
• On LinkedIn and shares kid pictures on Facebook

Visionary

Soda

Believes in vision, wants integration into business

• Has their people who "manage social media"
• Company has a number of social initiatives
• Anecdotal evidence to support business plans
• Casual personal and professional user

Believer

Kool-Aid

True Believer

• "Living the Dream"
• Evangelist and internal advocate
• Daily user, integrated into personal and professional life
• Can't wait for the latest technology