The stages of corporate social media

Corporate social media essentially goes through three stages.

The first is new, free and wonderful, lots of functionality, user friendly and free, or at least pretending to be free. It’s purpose is to build a customer/product base (as the customer is the product).

The second stage is monetization. The purpose is to make money so once the free loss leader period is over measures to create revenue are introduced. These are usually things the users can live with and are introduced along with measures to make the customer dependent on the product.

Once that is achieved we move into stage three, equivalent to the final stage of capitalism. We move from earning a fair profit to profit maximization with no regard for the user, the assumption being that by this time the user is convinced their very existence is dependent on the product, also known as the Facebook effect.

With the introduction of Brand X, EvilElon is clearly telling us he is moving Twitter into Stage Three as capitalism moves into it’s final stage.