Web Design & Web Development in the Heart of Melbourne

Understanding Social Media Ecology- Honeycomb Model

Not a single business can be successful digitally without having an online social media presence. Now the question arises how social media is engaging the users. To answer this question, a group of professors from Canada created a valuable model to check out the effectiveness of social media. Jan Kietzmann, Kristopher Hermkens and Ian McCarthy came up with a unique Honeycomb Model based on the seven key building blocks on which businesses can build their company’s social media strategy and focus their attention on it.

Here you will find out the seven key building blocks that will help you evaluate which suits the best to your business.


Identity reflects the extent to which users reveal their information. People share their personal information freely on social media but carefully how it is used by third party. Data privacy controls and tools for user self-promotion.


Presence here means the extent to which users know if others are available. This is how a business or brand can create and manage the reality, intimacy and immediacy of the content.


Relationship building is the core of a success of any business. Businesses can manage the structural and flow properties in a network of relationships.


Social media platforms allows users to identify each other’s standing and reputation. It can be find out through number of followers on Twitter and views on YouTube. Companies may want metrics that measure the quality along with the quantity of engagement.


Just like varying nature of different social media, the pace of conversation also varies. Conversation is much faster on twitter than on blog posts. Businesses need to understand the time to use the particular social media network and how they can engage and when a response is expected.


Groups means the extent to which users are ordered or form communities. Companies can make membership rules and protocols to engage customers.


This identifies the extent to which users exchange, distribute and receive content. Companies can use content management system and social graph to share content with the users.

By using Honeycomb Model, businesses can recognize and understand its social media landscape, develop social media strategies that are best suited, different social media functionalities and goals of the firms and develop strategies for social media interactions and content. You can decide on which building block, your business should focus on.