Social Media Stages of Involvement – Where You Should Be Spending Your Time

By Joe Pulizzi | Published: June 23, 2009

Great social media presentation short by Andrew Davis from TippingPoint Labs given last week at Custom Media Day in New York City. The video is three minutes long and worth the time.

DISCLAIMER: I took this with my new Flip camera, which I love. The only problems with the Flip are that you need to be close to get a good video and you need steady hands. I failed on both accounts.

Andrew is an expert at social media adoption, and breaks down the percentage of time brands (and in this particular case, custom content provider clients) need to spend on social media at certain points in the lifecycle of the social media tool.

Experimentation – 5% (i.e., duckduckgo.com)
Adoption – 10% (i.e., 12seconds.tv)
Gestation – 15% (i.e., Yelp)
Escalation – 15% (i.e., Twitter)
Consolidation and Monetization – 25% (i.e., Facebook)
Maintenance – 30% (i.e., YouTube, blogging)

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