Social Media-Integration-Theory-Model

social media diagram - isragarcia

To one-to-many integration models works well when examining communications channels or online marketing implementation. However, the interactive Social Media platforms (Facebook, LinkedIn, Del.ici.ous, Twitter, Youtube, Foursquare, Digg in…) have radically changed the communication paradigm.

In fact, the study by Chadwick Martin Bailey and iModerate Research Technologies found that consumers are 67% more likely to buy from the brands they follow on Twitter, and 51% more likely to buy from a brand they follow on Facebook (mashable source), showing clearly, that the audience is highly influenced by the Social Media phenomena. What about the breathtaking amount of 3 millions of tweets/day? Another breaking fact is, that Facebook’s official company statistics outline that there’re 400 million active users all over the world and continues spreading at the light of speed (mashable’s source) Analyzing the impact of Social Media in our environment, give us an overall idea that something is happening in the way that communication used to happen.

Due to the rapid adoption of Social Media Marketing as a major communication integration medium, it’s necessary to consider how the social interaction has affected the communication process.

The exposure, feedback, engagement (connecting) and exchange (sharing) that Social Media platforms provides, it creates a major changes for the traditional communication understanding. Essentially, information flow is no longer considered “one-way street” in which audience received messages through the “I communicate – you receive” mantra. Rather, Social Media integration is seen as an interactive process that enables same-level information exchange among the audience and the brand, creating a long-lasting feedback communication process and giving to the brand a total engagement relationship.

Basically the process works as it follows:

Social bookmarking sites place content (such as blogs or web pages)  into an active eco-system that allows social media interaction such as Twitter or Facebook. This content is then shared and spread virally through the connections made from interaction on the social media eco-system. This refers to people being linked to people through common groups, associations, interests etc.  Since this becomes the “six degrees” of separation this interaction causes the viral effect. This social media platform allows the interaction and the ability for the model to flow and become organic. Then, the social networking platforms enable the connection with the public through the engagement approach caused by the “two-way street” interaction process, linked to the social bookmarking sharing perspective. At the same time, while the driving forces of one side are acting and creating communication. The driving forces of the other side, such as social recommendation/reviews, measure the impact of the information canalizing the conversation created  by the outgoing network and turning it into a valuable feedback experience and exposure reach effect, which melts in the same process as the conceptualization of the blogging platforms, harnessing the power of its SEO and highly page rank properties to deliver the most effective exposure impact (giving feedback, engaging and sharing information all at once)

The Social Media Integration Model has an impact on the overall effectiveness for the Social Media platforms. For this reason we may want to consider all the elements when developing Social Media strategies.

Your Feedback

What is your take? Does this make sense to you? I’d like to hear your thoughts…

Acknowledgements to Kike Domingo for helping me out with the image.

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Social Media Mission Statement

How many times have you heard about the mission statement? I’m talking about, the philosophical description of the organization, team or individual, which is the unbreakable path we should follow to achieve our desirable vision. As the author and consultant Laurie Beth Jones states “The mission statement is centered on the process of what you need to be doing”. In other words, a mission is a commitment that gives meaning to its carrier, through our most deeply values and beliefs – it’s our reason for being. Do you get the idea?

It doesn’t matter if you are receptionist, consultant, broker, community manager, sales representative, CEO, doctor, professor, accountant, waiter, analyst, researcher, bus-driver, or what the heck more…We agree that we’re here for a “reason“, don’t we?

Well, here is mine:

“I help and guide individuals and organizations on “going social“. That is to say, I architect and execute social media strategies in order for them to maximize their reach, build influence and harness the power of global communications building social relationships within an engagement perspective and empowering brands leveraging the audience – all contributing to increased loyalty and trust, in a funny bottom line.”

So, what is your take? Do you have a mission? What is your reason for being in Business?

I’d like to thank Dylan Persaud from Eval-Source, who enlightened me with his knowledge.

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My Social Media Resolutions For 2010

It has been almost 3 weeks since my last posting,  my 3 words for 2010. Perhaps, it couldn’t be most proper moment to talk about the resolutions for this uncertain and puzzling coming year. If you’re a top blogger, a twitter fanatic, a social media addict or trendy enough, You may think this was a topic for being discussed at the beginning of January, that it’s not hot anymore or that isn’t going to increase the traffic through my blog and so on…but I don’t care, I really believe that’s what life is about, caring only for things are worth of it. I’ve been working on my resolutions for 2010 and my unique aim is to share them with you, hoping they empower your goals and encourages you to carry on with them to the end of the year, I might even want you to review and reconsider your resolutions – if applicable – Last but least, I’d like to see if we agree at some point  and comparing and contrasting mine with yours.

Undoubtedly, a big challenge where a great amount of effort is required!

My Prof. Resolutions

  • Managing my social time as Chris Brogan said in managing social media time. I’ll focus ½ my efforts on reading and looking for content, ¼ on comment and giving feedback and ¼ on creating and delivering content.
  • I’ll intend to spend no more than 4 hours a day.
  • Organizing my mind and get straight to the point, sometimes, when I’m talking with people I’ll get stuck and lose plenty of time trying to explaining details, which make no difference at all. Therefore, I’ll focus my efforts on omit these inefficient costly talks and get to the point.
  • I’ll follow my 3 words and develop my goals based on them.
  • I’ll be conscious about what kind of content I’m sharing, when I’m going to deliver it, to who and with what purposes.
  • I’ll work harder than ever to make my goals happen, I’ll start trying by doing and putting in practice and not by thinking and writing.
  • I’ll work when other slow down, when nobody knows, when nobody does (holidays, summers, Christmas, etc.)
  • I’ll work overnight, but, most importantly I won’t let anybody know how hard and long I work.
  • I’ll give thanks to my folks, my closest friends, my family, these people who has supported me unconditionally and has always been there no matter the situation, I’ll give them thanks and say how much I love them and care about me. I won’t let myself loose the contact with they neither.
  • I’ll share what I do and how I do, because I understand thank the knowledge don’t belongs to me, even though you, it belong to all of us. I’ll try to explain better what is going on around us for after sharing it.


  • Create my travel diary blog and post everyday.
  • Continue working on my newly pressed 2 blogs (Israel Garcia’s No-Blog and “Hablando Sobre Marketing”).
  • No more than 4 Tags per post and 3 categories.
  • Write short bur effective conversations instead of bring long and left-brainers posts.
  • Post regularly weekly in each Blog Monday-Friday.
  • Write longer and descriptive titles.
  • Build interest  and trust on my readers and catch their attention.
  • Make call to actions to truly call the readers to action.
  • Deliver the kind of content I’ve promised in the title.
  • Display my thoughts, expertise or whatever I might want to say mostly of the times in less than 600 words.
  • Write according what’s hot on social media and marketing.
  • Write thought-provoking posts.
  • Don’t spend more than 1.30min. blogging.


  • Build new professional relationships and connecting with more potential contacts.
  • Broaden my network preferably in the States as is from where I’d like to stand up.
  • Help empowering people, finding job positions, introducing new connections that make possible business or offering my services to their personal endeavours.
  • Sharing and exchanging all kind of content and knowledge with the people I’m connected with.
  • Create a LinkedIn group, with its own identity and values with the aim of being helpful for the crowd and offer those resources and content that make them better.
  • Being more active  on the discussions: participle in at least 2 daily (I’m in more than a 25 groups so, I guess I’ll have to pick the most suitable conversations according to my needs)
  • My great challenge on LinkedIn is Q&A: I’ll be responding at least 1 or 2 weekly.


  • I’ll create content through video posts delivering talks about social media and marketing, I reckon this approach will be more personal and engaging for the audience. Social media should be more personal and trustworthy, I’ve always though that human relationship is what really matters.


  • As I get stuck with so much daily info, I’ll remove from those readers and email lists, which I consider they’re not worth nor giving me value.
  • I’ll delete rapidly all kind of content that don’t meet my needs.
  • I’ll use the email only as a communication channel with people I’m not working with (friends, relatives, girlfriend, etc.)
  • I’ll be also more concise in terms of replies just to save time.
  • No emoticons, no fancy fonts, no colors, no “hello”, no “regards”, etc.

Google wave

  • Due to its collaborative functions, I’ll use it to work closely with my partners and even clients.
  • I’ll combine the waves with Google talk and Google docs to boost its use and make it more dynamic and efficient.
  • I’ll use it just when really makes sense and fits in my workflow.


  • Delivering and sharing worthwhile information.
  • Increasing blogs traffic.
  • RT best resources and links.
  • Delivering crossover content according with groups of targets.
  • Sharing inspiring thoughts and quotes.
  • Being more efficient, communicative and punchy in the 140 characters.
  • Decrease the number of low value users I’m following already.
  • Increase follower in terms of high value users.


  • Communicate and deliver specific content to my crowd.
  • Knowing how they are and what they’re up to.
  • Being in contact with my family, closest friends and people around me.
  • Increase the number of friends that truly know.
  • Searching interests according to my friends profile.

Now, I’d like to hear from you. What’s your take? Does this make sense? Do you agree with me? disagree? What are your social media resolutions for 2010?

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Why we should love Social Media

It’s 1:32 am, I’m sitting in front of my laptop trying to figure out why we’re so dedicated to my “social” crowd, why we cannot go to the bed without a clear idea of a new post for tomorrow, why hundred of thousands of people connect every day for helping one each other, sharing content, new insights, different approaches, exchanging experience or enhancing their knowledge, for instance. Why there’s so much information it could barely be handled, why we’re so puzzled for this thing called Social Media. Is it hate? addiction? Fads? devotion? I think it must being love, if so, why? I wonder why should we love Social Media?

human media - isra garcia

Well, these aren’t easy questions to answer if you don’t see the Social Media side of Social Media, which is being easily explained on my earlier post: Social Media With Ease.

Having said that, let’s focus on why we should love Social Media.

“Business facts” about why we are crazy in love with Social Media

  • Making connections we can partner with in future projects
  • The possibility to offer concrete solutions as for individuals as businesses, through social media
  • Bringing the buzzword “Social Media” to life in ways that truly make sense (and make a tangible difference to the bottom line)
  • The wide array of people Social Media exposes us to.
  • A common way to unify, work with and across disciplines (marketing/communication/advertisement)
  • Helping new businesses get up and going with an Internet presence and seeing them increase revenue and ultimately cut costs
  • Allows us to use platforms for carry out effective communication and set up a strategy for every area of social media.

On the other hand, we also can talk about reasons less “biz orientated”.

“All to all” communication

One of the aspects we should love Social Media is the ‘all to all communication’ – which I deeply explained in Social Media with ease – I consider it’s the basic definition behind social media concept.  Unlike traditional media which work under the concept of communication “you to all”. The Tools that social media offer us make possible to store and distribute content created in nature by several people, this content allows interaction, participation, collaboration and redistribution by others. I think it has a lot to do with sharing content.

Getting social

We should also love Social Media for the fact of “getting social”.
Let me explain it, Getting social does not just mean having a MySpace page a Linkedin profile or a Facebook account – it is far beyond that. Getting social is really the defining difference between the future and the traditional marketer.

In the past, it was all about providing information to your readers – the communication was a one-way street. Social media is all about the folk and giving them a voice – therefore making it a two-way street.

Let’s define the different ways of being social

There are different types of social media and each category has different focus (with some overlap in functionality):

  • Social Networking is probably the most widely known Web 2.0 term. From MySpace to Facebook, LinkedIn, and other similar sites, the focus of social networking is to connect you with others – your friends, people with similar interests, potential employers, and then give you the opportunity to find more connections as your profile grows.
  • Social Bookmarking (like del.icio.usFurlMa.gnolia) sites allow you to organize your favourite sites, tag them for keywords, and keep them all in one place. Very handy. However, what makes these sites social is the ability for you to share them with others.
  • Social Recommendation sites combine the best of social networking and bookmarking to create user-generated recommendation sites. Sites likeDiggNetscape and StumbleUpon encourage users to send items they like and then give others the opportunity to vote on them. There are also a large crop of smaller niche sites like BizzBitesSk*rt, BabblzBUMPzee and such that are evolving to cater to the specific needs of certain audiences.
  • Social Content sites include Flickr, YouTube, and wikis to name a few. These are sites where users create and manage content from photos to videos, information on a topic, and everything in between.
  • Other sites such as MyBlogLogTechnorati, and Blog Catalog give users the ability to network, bookmark and recommend all under one handy roof.

Of course we could talk about the variety of tools that social media offer us:


Blogs: Blogger, LiveJournal, Open Diary, TypePad, WordPress, Vox,
ExpressionEngine, Xanga
Micro-blogging: Twitter, Plurk, Tumblr, Jaiku, fmylife
Social networking: Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock,social media platforms
Hi5, Ning, Elgg

Social network aggregation: NutshellMail, FriendFeed
Events: Upcoming, Eventful,

Content sharing

Wikis: Wikipedia, PBwiki, wetpaint
Social bookmarking (or social tagging): Delicious, StumbleUpon, Google Reader, CiteULike
Social news: Digg, Mixx, Reddit, NowPublic
Opinion sites: epinions, Yelp


Photo sharing: Flickr, Zooomr, Photobucket, SmugMug, Picasa

Video sharing: YouTube, Vimeo, sevenload

Livecasting:,, Stickam
Audio / Music Sharing: imeem, The Hype Machine,, ccMixter, Awdio, Spotify

Reviews and opinions

Product reviews:,
FAQ Communities Yahoo! Answers,
WikiAnswers, Askville, Google Answers


Advertaiment: Cisco Eos
Virtual worlds: Second Life, The Sims Online, Forterra
Game sharing: Miniclip, Kongregate


Information aggregators: Netvibes, Twine (website)

Share, share, share and people will Believe in you

Another aspect we’ll fall in love with, is sharing information with our network, friends, colleagues, customers or even people we bump into in the online world. Social media has changed the tide of the entire communication world, we’d better not keep the information for yourself. I say this just because, we’ll not be able to hold it under our influence for a long. This is how social media is changing the world, letting flow the streams of information among the different communication channels, aiming at a common benefit. Honestly, I do think no matter who we share with… if you really possesses knowledge why not share why the folks? Let the world know what we know and we’ll be rewarded with a very deep sense of self-fulfilment, improvement and satisfaction, there’s no competitive advantage which lasts forever.

First listening, for later on, sharing and giving, will grant you with a respected voice that people will definitely listen. Consequently, the audience will start to believe in you as an authority in your field.

Relationship and networking

Fortunately, and in part thanks to social media, I’ve been able to Connect and Establish professional relationships with fantastic and very interesting like-minded people, from around the globe. we’ve exchanged contents, resources, data, ideas,etc. I’m very grateful to them for it because, I’ve learnt how people see things from a different perspective, not to mention knowledge and experience have I acquired, thanks to them too. At the end, I’ve realised that the more people you exchange views and approaches the more you enhance your knowledge.

Surely, you’ll find authentic, sincere, genuine and helpful people always ready to give you a hand or even offer a guidance in a step you’re willing to take.
To name a few:

  • Establishing partnerships
  • Introducing suitable business contacts
  • Referring you to their clients
  • Trying to find a job in a foreign country

My take

Next January I’m going to take a break and travel to the States to expand my views in Marketing and social media and, studying how things approach from there -I do reckon it’s a must-do for every marketer, if she/he want to have a global perspective of the market and having an idea of what is coming – Therefore, I am looking for new prospectives and approaches for the time I’ll be in The States- it’d be great, if I can find a part-time job, so I can combine with my studies -.After, when I finish my studies, I’d like to find a full-time job because, I would like to get as much experience as I can in The States.

As a result I started to contact with my network explaining them the situation… Amazingly, almost everybody I contacted with, have offered me different opportunities that went from introducing me to people who is looking for similar profiles as mine, to arranging interviews for when I arrive at the States. Furthermore, there have been people as Pat Beaird, Gary R CookDianna Harrold or Orietta Ramirez (to name a few), who I’d like to say thanks for the effort they put on helping me in every step I took.

This has taught me one more time that human being is simply marvellous; we never know who are we going to find in our way and how this interaction can change our path, though what I’ve already find out is, every person you meet, every relationship you make or every contact you add to your network, definitely will play a role in your life. Now perhaps you’re asking, to what extent they’ll play a crucial role?… well, it depends on the degree of engagement you build with your social crowd.

I’ve to admit that human interaction is what I love the most of Social Media.

As you can see we couldn’t say just about one thing about why we should love about Social Media. Certainly, I feel very lucky doing what I like to do. Although, my mother can not brag about it in the hairdresser

Do you love Social Media? Why?  Should we embrace it? Or reject it? What’s your view? And yet, that’s part of the game. Let us know what works. Fair?

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