Social Media Maturity Model

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This model of social media maturity has evolved from a back-of-a-fag-packet diagram drawn three years ago. The intention was to help secure support for a programme of brand evolution at a top independent boarding school in the UK. Whilst it has remained on the shelf since then, I consulted it whilst reflecting on the progress made in that time and was energised by its relevance today; in the way I think about social media, at least. After showing it to a friend, they encouraged me to share it so that colleagues in a similar position can reflect on their progress and, where appropriate, refine their approach.

With theoretical models, it is important to outline how they should be used and, more importantly, how they shouldn’t. I advise you not to read it and make a snap judgement on which stage you are at. It is impossible to be totally objective about your own work and a quick, emotional decision could be a barrier to change. Equally, directors and senior managers shouldn’t use this model to appraise more junior staff members or ask ‘why are/aren’t we doing this?’. This doesn’t help anyone, and the organisational strategy should be clearly defined so a social media manager (or somebody with a multi-faceted role who is responsible for social media) can develop a content strategy accordingly.

I do, however, encourage teams to talk it through in a collaborative way. This could start at a point of renewal, such as a rebrand, new website project or whilst inducting a new staff member, but it may have more value when considered in the thrust of a busy period. A realistic eye on a problem can have just as much value as an optimistic one, especially when viewed through a lens of personal and collective growth. Use this model as an opportunity to talk through brands you admire on social media, whether organisations or individuals, and analyse what they are seeking to achieve and how. Encourage your team to be honest about the accounts they follow and engage with (even if they’re a bit embarrassing!) and consider whether there is a correlation with your brand’s ambition, even if the execution and content is wildly different from your approach. And recognise that the views of those with the least involvement in social media output might just have the best input.

I am a brand-builder at heart, so this model leans towards storytelling and long-term development rather than short-term performance measures. I hope it leads to positive and impactful conversations about your social media presence. I welcome your feedback.

Ben Weston-Conway
Partner, Influx Communications