Thursday, June 11, 2009

Measuring online friendships

As part of my ongoing facination with the Corporate Social Graph and its personal equivalent, I've been researching the range of online friendships a person can have (with the aim of seeing if this matches the organisation ones).

After reading the work of Mike Arauz on his 'Spectrum of friendship', I'm tempted to suggest that the range he gives may be similar to the 'friendship' customers have for companies.
Here's how I think it works (and the difference):

Passive Interest:
A person is aware of a company and has visited the website

Active Interest:
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....
Any thoughts?
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