Christensen’s map of social media

Here is a simple scheme for sorting social media technologies, based on four activities:

• Knowledge Management
• Relationship Management
• Collaboration
• Entertainment

Knowledge Management

Humans have been storing information for at least 50,000 years, for personal reuse, to share with others in their community, and to hand down to future generations. They have also found ways to acquire information and knowledge from others, through observation as well as by intentional transmission.

Relationship Management

Our connections with other people include intimate relationships, community ties (multiple, overlapping, and less intimate), and professional relationships. Relationship management also includes conflict resolution, mutual aid, and charitable activities. Personal display and ornament, hierarchy, and status are aspects of relationships that are also reflected online.

Collaboration

Humans have always worked together, in hunting and gathering, in farming, and in industry. Collaboration requires the passing on of expert knowledge, the exchange of information acquired while work is in progress, and practical ways of dividing work to maximize productivity.

Entertainment

Our ancient ancestors spent a lot of time enjoying leisure-time activities; the extent to which we indulge in online entertainment and gaming might not make them bat an eyelid. The physical isolation and inactivity of online leisure activities, however, present serious drawbacks.