There is much debate as how an organization should the approach the online market. Therefore, you can also name these models ‘approach strategies’. In most cases the models shown here are ranging from a more passive attitude to a very active attitude towards the market. These models are a good example of the market approach dilemma; which approach should you take?

The Social Media 24/7 model is actually more a combination of an Overview Model (a view of using Social Media) and an Approach Model. It is very useful as a means to both advance to the implementation process, view what your current position in the Social Media landscape is and finally, which direction you want to take. Compared to the Social Media Pyramid, the authors haven’t based the model on specific requirements to get to a ‘higher’ level (first monitor before you can react or create), but, as they’d say, any organization can also directly step into a promotion and distribution strategy for Social Media .

In the Social Media Ambitions Model you can find similar steps to the ones described above, but here you will find a difference between responding and participating, and also a (somewhat blurry) distinction between creating and innovating.