A theoretical framework on social media-marketing: a rough sketch

Recently, there is an explosion of literature on marketing theories as related to social media  (or more commonly called "social media marketing" theories). At the same time, the social media ecosystem is  also evolving quite dynamically. I have reviewed the literature and I try to make sense of the concerns and concepts involved in the following diagram:

The diagram depicts a theoretical framework on marketing in social media ecosystem with the following main views:
a. While each social media platform has its specific design spirit, its applications are adapted and modified by different social media participants. Thus, it is not easy to classify these social media platforms by purposes and usages.
b. Social media platforms have been employed to support traditional marketing approach, inmediate contextual marketing and social contextual marketing. In this case, all these marketing efforts are social media markeing (re: http://en.wikipedia.org/wiki/Social_media_marketing) The relationship among these three main approaches of marketing can be described as an onion entity, contextual marketing being the context in which traditional marketing takes place. Social contextual marketing is the outermost layer in the model, being not directly concerned with commercial activities that are shareholder-valued driven.
c. The marketing context for all the three layers in the diagram above is affected by the macro-environment, which can be reviewed in PEST terms. In general, the social media ecosystem promotes social trends that foster more commercial enterprises to adopt a more stakeholder value-driven stance in running their businesses.
d. Traditional marketing approach possesses  the following characteristics: (i) a corporate control-mindset (especially on marketing messages to consumers), (ii) a company's initiative in marketing effort, (iii) ROI- and shareholder-value-driven marketing efforts. Contextual marketing has been explained in the marketing and e-business literature (see, for example, Kenny and Marshall, 2000; also see http://hbswk.hbs.edu/archive/2124.html) while social contextual marketing is, for me, more related to social networking activities by individuals with friends; it focuses more on the emotional and spiritual needs of individuals that ultimately can have marketing significance. It is more social marketing (re: http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2011/05/co-creating-the-social-marketing-discipline-and-brand.html) in orientation without direct profit-making motive.
e. The traditional marketing approach adoptes a more economic (ie profit-making) orientation while the social contextual marketing approach supports a more social and spiritual stance in marketing (ie marketing 3.0 of Kotler et al. (2010) and social marketing).

The concepts mentioned can be grouped into 3 main categories:
Category 1: shareholder-value driven organizaions favour traditional marketing
Category 2: stakeholder-value driven business organizations favour marketing 3.0
Category 3: social enterprises (re: http://en.wikipedia.org/wiki/Social_enterprise) favour social marketing (re: http://en.wikipedia.org/wiki/Social_marketing)

I think contextual marketing and social contextual marketing work better in category 2 and catogory 3 cases, especially in the contemporary social media ecosystem, see also the diagram below.  And I also maintain that the notion of social system is more readily adopted in category 2 and category 3 cases. I have already mentioned that the social media ecosystem is not a neutral habitat; it fosters more profit-making enterprises to become more stakeholder-oriented as well as to behave more like social enterprises.

Based on these viewpoints and the overall framework, an analytical guideline is offered in the following  diagram:

Three scenarios are identified with comments on their respective impacts on marketing practices:

In these two diagrams, a company's organization image and choice of marketing scope need to be compatible with each other and that the specific stance on these two dimensions also have implications on its business performance, depending also on the external environment facing the company. The notion of organization as a machine is from the management literature (see, Morgan (1986).) while the notion of social sytem comes from the systems literature (see, Ackoff (1981).).

References

1. Ackoff, R.L. (1981) Creating the Corporate Future, John Wiley and Sons, New York
2. Kenny, D. and Marshall, J.F. (2000) "Contextual Marketing: the real business of the Internet", pp. 119-125, Harvard Business Review, Nov-Dec.
3. Kotler, P., Kartajaya, H., and Setiawan, I. (2010) Marketing 3.0, John Wiley and Sons.
4. Morgan, G. (1986) Images of Organization, Sage.
5. On social marketing: http://socialmarketing.blogs.com/r_craiig_lefebvres_social/2011/05/co-creating-the-social-marketing-discipline-and-brand.html
6. Social media marketing: http://en.wikipedia.org/wiki/Social_media_marketing
7. On social media marketing (video): http://www.youtube.com/watch?v=gza8dvN8Hkc&feature=related