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Social Identity Hierarchies
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Social Identity Hierarchies


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A discussion of how to organize different social media identities for use in the business environment at NCI.

A discussion of how to organize different social media identities for use in the business environment at NCI.

Published in: Technology, Business

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  • 1. A hierarchy of identities on social media • Personal versus business – Do I use a personal identity or a business identity in creating my social media presence? • Parent versus sub-brand – Do I align my social media identity parent brand, or with a sub-brand (e.g, a company brand or a product brand)? • National versus local – Do I focus on the national attributes of my brand organization or the local attributes?
  • 2. Defining the engagement factor of your brand relationship • One-to-one – A personal connection that includes diverse & familiar communication between yourself and your contact. • Example: A customer or work colleague who has become a close friend • One-to-a-few – A knowledgeable connection, where you are intentionally communicating to a group of connections who have like interests and generally will benefit equally from interaction and information • Example: A group of customers or prospects who you communicate with at the same time about common things, e.g., an e-mail group you send promotional information to. • A few to a few – A group of individuals with common interests who communicate freely and with knowledge of each other. • Example: A group of your business partners or customers who are able to meet and share experiences and idea, e.g., an association meeting. • One-to-many – A broadcast paradigm, where you are communicating information (either general or specific) to a broad group of individuals • Example: A traditional media or marketing paradigm including advertising or information distribution • Many-to-many – A broad social network where people with limited knowledge of each other share information around similar interests and pursuits. • Example: A group of people who exchange information based on common interests, such as Yelp or Yahoo Answers or fan groups on MySpace.
  • 3. Organizing your social media identity Personal identity Brand identity • Categories • Categories – One-to-one – One to many – One to a few – Many to many – A few to a few • • Uses Uses – Customer & prospect marketing – Customer acquisition – Customer service – Customer referrals – Customer retention – – Professional relationship Information distribution • NCI example • NCI example – Engaging with potential prospects and clients – Local distribution of brand content is a personal interaction. – • Your brand is a service you provide to your Twitter announcements customers to help them be successful in their • Facebook fan pages business • Implementation – You embody the brand to the customer or prospect – Twitter: @mylocalbrand • Implementation – Facebook: My Local Brand fan page – Twitter: @myname – Facebook: My name Consideration: Good social marketing is fresh & active. Assess the amount of time & energy you want to commit to each identity.
  • 4. Managing brand hierarchies • National – @TREB • Consumer focus – The Real Estate Book Facebook fan page • Consumer & real estate agent focus • Local – @TREBLocalMarket • Consumer focus in local market – Local TREB Facebook fan pages • Consumer and real estate agent focus in local market • Personal – @rchandler • Personal twitter account • Focus on distributing information to personal followers and gather information from sources of note – Rebecca Chandler on Facebook • Connections that merge business and personal interests
  • 5. Some obvious questions… • How will we make the hierarchies work? – Project Massive Network will include new processes for creating and distributing marketing and consumer-focused brand content across social networks and into local markets • How much time should I spend? – The work is in creating the networks – Another element of prospect-focused distribution • What if I don’t want to do this? – Local participation is an election. – National brand activities will have some impact on your local market regardless of involvement.