Social Media Overview Models are models that display an overview of the (perceived) reality in the Social Media landscape.E.g., How people behave in Social Media and what types of Social Media users exist.

A well-known and widely praised model is that of two analysts of research company Forrester: The Social Technographics Profile. This model can be used to define the different sets of people that exist in Social Media usage. The ladder can be used to determine in what segment your target audience is located and to modify your online behavior accordingly. Also, it’s possible to use it as a guide to determine which approach should be used towards the online market / customer groups.

The Social Media Funnel describes the online audience in addition to the closeness of them towards the company. Advocates and loyalists for example, are much closer to an organization than some visitors of your website.

Finally, the Engagement Pyramid ranks the different actions Social Media users are undertaking, in which they are more or less connected to the internet or to companies.