Social Media Model to evaluate the impacts based on behavior and psychology. Model can be used in marketing, counterterrorism, message resonance, and social media risk, among other functions. Model was designed and illustrated by Scott Swanson, Doculabs Global Risk and Compliance leader

1. Psychological / Human Needs
Emotional Outlets-Cognitive Style
Need for Connection- Affiliation and Validation
Sense of Self- Part of larger Collective
Prior Knowledge, Context, Atmospherics, Logical Infernces
Subjective Comprehension
Objective Comprehension
Reception
Awareness
Insights
Behavior
Output Effort
BEHAVIORAL MODEL FOR MEDIATED MESSAGE EVALUATION AND IMPACT
Environment
Message Framing
Effect
(Indicators of Behavior Change)
Sentiment
Copyright 2011 Scott Swanson
Attitude about Message
Validation by Social Network / Role Models
Attitude about Messenger
Attitude about Personal Situation
Motivating Conditions
(Ideology / External Social Factors)
-Processing
-Cognitive Elaboration triggers
Target Recipient
Channel
(Exposure, Reach, Vehicle)
Explicit or Asserted Mediated Message
Message Perceived Interactivity and Uptake Strategy and Design
Message Complexity and Modality
Mediated Message Campaign Strategy and Desired Results
Target Audience
Potential, Current, Future
-Comprehension
-Retention
-Understanding Attitude
-Opinion
-Degree
-Critical Thinking
Outcomes
-Involvement
-Message Spread
Impact
-Active Mobilization
-Decision to Act
Dynamic Time Continuum Idea to Action
Complex messaging is designed to reach multiple audiences simultaneously
Dynamic messaging can monitor, adapt, and change to shift according to reactions and response