Digital Marketing Models: The Honeycomb model

Use the honeycomb model to help inform your social media strategy

Back in 2011, a group of professors from Canada; Jan Kietzmann, Kristopher Hermkens and Ian McCarthy created the Honeycomb Model to review social media effectiveness, looking at reasons why users engage with social media. The idea behind the honeycomb model is that of the 7 key building blocks delineated by the model, companies can select the ones most relevant to their business, and focus their attention on those areas.

honeycomb model

We created this simple table to help you evaluate each of the seven blocks, so you can decide which ones, and how many, your organization should focus on.

Building
block:
Implications for organisations:
Identity Data privacy controls and tools
for user self-promotion
Presence Creating and managing the
reality, intimacy and immediacy
of the context
Relationships Managing the structural and
flow properties in a network of
relationships
Reputation Monitoring the strength, passion,
sentiment, and reach of users
and brands
Groups Membership rules and protocols
Conversations Conversation velocity, and the
risks of staring and joining
Sharing Content management system
and social graph

In summary, the Honeycomb model is a great framework for considering social media networks but it is not a decision tree and therefore the final decision as to ‘which network should we select?’, still, needs to be taken within the organization. For more information on digital models, see our digital marketing models guide.


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