To respond in social media – a beginner’s guide

How to respond in social media - matrix modelSome time ago, I started to think about how you could make an easy, usable model to help companies understand how, when, and what to respond in social media. I did, and now I’ve been asked to translate it into english by one of my clients. Since I have, I thought I might as well share it with the rest of you.
Early on, I found this amazingly simple and elegant matrix originally developed by the U.S. Air Force. Even though I love it, it’s a bit defensive. My contribution is remake, a more proactive way of looking at how we can deal with comments and buzz concerning our brand or product.
To make this worth while I have a few assumptions:
  1. we want people to talk about us. More, not less and more often.
  2. we have a good product and/or ideas worth talking about.
If not, well you should stop right now.