The Five Stages of Social Media Grief

I found this list on Scott Monty's website a few weeks ago, and I really liked it. He's the new media guru for Ford Motors, and he's adapted the grief model from psychology to social media.

It's really quite clever, and it reminds me of the social media resolution I brought to the Council near the beginning of the year. In the weeks after introducing the resolution, I watched the public go through each of these stages, until finally the resolution was passed and we entered stage 5: acceptance.

And next year, we'll be doing exactly what Monty says those in stage 5 do, develop a communications plan and an IT assessment.

Here is the list from Scott Monty's website, but you should really check out the entire article (more graphs 'n stuff):

The Five Stages of Social Media Grief, courtesy Scott Monty

1. Denial - first stage of social media grief in which the marketer refuses to acknowledge the existence of social media. This was the case early on in the industry's development. Luckily, I don't think there are many companies left that think like this.

   Common phrases: "It's just a kid's thing," or "It's just a fad."

   Common behaviors: avoiding the Internet, putting hands over ears and singing "I can't heeeeeaaaarr yoooouuuuu. La la laaaaa."

2. Anger - In the second stage, jealousy and rage are misplaced and rage ensues. Common phrases: "This is stupid," "I've got better things to do with my time."

   Common behaviors: full-fledged slave to work email; increase in print or television media buy to show effectiveness and superiority.

3. Bargaining - Anger gives way to hope that incremental adoption of social media will be enough to make a difference.

   Common phrases: "If we have a Facebook page, we should be covered," "Let's just create a blog," or "Let the agency figure it out."

   Common behaviors: the use of social media only in time-limited campaigns; half-hearted efforts on a limited number of social sites.

4. Depression - The fourth stage manifests itself in an understanding that the inevitable cannot be delayed and the marketer becomes doleful.

   Common phrases: "Twitter/Google/Facebook is taking over the world," or "We're overwhelmed with choices."

   Common behaviors: moping; pacing; complaining to friends on Facebook.

5. Acceptance - With the final stage, the marketer finally realizes that social media is here to stay and begins to determine ways to integrate activities and craft strategies that are truly integrated.

   Common phrases: "Let's craft a comprehensive social media strategy," or "Let's spend some time listening to what consumers are saying about us."

   Common behaviors: integration of marketing and communications functions, determination of measurement goals, online and offline alignment from the beginning of projects.

Good stuff, eh? What stage do you think your company is in? Or our newspapers? Or our schools?