A person is aware of a company and has visited the website
They have been to the website several times and interacted with it (e.g. engaged with the content, bought something, been encouraged to do something in an offline channel, etc.)
An individaul has linked to the company website (e.g. via Twitter) or joined a group (e.g. become a fan of them on Facebook)
Public Dialogue AND Advocacy:
I've participated online with or about the organisation (e.g. posted a product review, sent a page/link to friend, contributed to a discussion forum, etc.)
Now here's where I get stuck. I can't actually make up my mind if this is a capital investment (e.g. stocks & shares), an emotional investment (in that case its mixed in with Public Dialogue and Advocacy) or another....