This chart is a 'living document' I've been working on that tries to illustrate the "social" landscape in terms of tactics and goals.
Please provide any feedback or suggestions in the comments area! You can view the full blog post/discussion here - http://bit.ly/ahvFBn
You should be able to take any social touchpoint/tactic/business model (brand community, Twitter profile, blogger outreach, CGM sweepstakes) and plot them on this chart.
Essentially, this chart segments the social landscape into four quadrants... as a function of:
* CRM (social CRM or sCRM)
* Marketing (social MARKETING)
* PR (social PR)
* Media (social MEDIA)
The horizontal axis represents "owned" social channels (that you own/control) versus "leased" ones (i.e., paying a company for access to their network of consumers willing to try and/or talk about your product). The "partially owned" area represents social platforms such as Twitter and Facebook where yes, you can establish a brand presence but you don't own any underlying data and are at the whim of the service provider in terms of metrics or even having your account suspended. The vertical axis represents the depth of engagement from very 1-to-1/personal to impersonal/3rd-person - i.e., "engagement" vs. "reach"...