If a conversation takes place online and you’re not there to hear or see it, did it actually happen? This is a question asked by author and thought-leader Brian Solis, founder of the award-winning digital and social media agency FutureWorks. In 2008, he worked with Jesse Thomas to create a conversation map charting the people that populate communities as well as the networks that connect the Social Web. The result—Conversation Prism 1.0, inspired by Darren Barefoot and Robert Scoble of Social Media Starfish. It was a breathing representation of social media to help communications, marketing, and service professionals visualize the conversations online and help them understand how these communications can impact their business or brand. It was designed with 3 goals in mind:
Goal #1: Create Social Map Based on Observation and Study
Goal #2: Search, Listen, and Learn
Goal #3: Set the foundation for sCRM and Introduce New Social Technologies + Methodologies
Whether you’re observing, listening or participating, Conversation Prism 1.0 puts the communications, marketing, or service professional in the center of “The Conversation”…
After analyzing the connections of social search, conversations, and how they impacted each business unit, it was realized that the communications affected not just service, communications, or marketing, but the entire organization. In March 2009 Conversation Prism 2.0 was released introducing new groups and networks and also removing those networks no longer active and putting the brand in the center of the prism with three halos.
Halo #1 is learning and organizing engagement strategies through observing, listening, identifying, internalizing, prioritizing, and routing.
Halo #2 represents the intersection of all public facing business units of an organization and requires that each infrastructure employ guidelines and response strategies in the social forum.
Halo #3 completes the image of conversational workflow, but not the cycle. The process is powered by the continual rotation of listening, responding, and learning online and in the real world.
Conversation Prism 2.0 introduces a workflow rotation of concentric circles giving organizations insight necessary to develop and implement a social media program…
October 13, 2010, Brian Solis released Conversation Prism 3.0 giving you a the latest view of the social media universe…
Once again, new groups and networks were added and networks no longer active have been removed. The categories have had a lot of transformation. Some branches have collapsed, consolidated and new classifications were established. For more information on the new Conversation Prism visit Brian Solis online.
January 24th, 2011 at 4:29 pm
Informative and fresh, thanks for sharing this insightful story. The Halo’s you mention in the center of the Conversation Prism give powerful rise to the need for social media planning in organizations…
“Conversation Prism 2.0 introduces a workflow rotation of concentric circles giving organizations insight necessary to develop and implement a social media program…”
Well done!
-JP5 Marketing
February 16th, 2011 at 9:42 am
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February 18th, 2011 at 11:02 am
Thank you for your support and comments they are very appreciated. I am amazed every passing minute of the ever-so-changing landscape of emerging media—from the platforms to the lives around the world they change!
Melissa
March 25th, 2011 at 7:09 am
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