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A New Model for Funding Social Media

by Anthony J. Bradley  |  September 29, 2009  |  Submit a Comment

We are all familiar with the advertising-driven model for social media (ex. facebook), the donation-based model (ex. Wikipedia), and the elusive subscription-based model. After talking with government organizations that were including the creation of and posting to a social media based collaborative environment in their funding grants to research organizations, I have talked about a grant-based model.

Last week I met with the CIO of the Atlantic Media Company in DC to discuss their social media strategy and ways to drive adoption. One of the things we discussed was their new social networking site called 3121 launched recently on September 17, 2009. The 3121 environment, stewarded by their National Journal Group, is a social network for congressional members and staffers. It is open only to congressional members and staffers. The name comes from the phone directory extension on capital hill (which is 3121). They have pre-populated the environment with 10,000 profiles hoping that participants will take ownership over their profiles and begin networking and collaborating. For more info on 3121.

OK, so you might be thinking, big deal, why the interesting title. Yes, this is the traditional advertising-driven for Atlantic media, but think of the impact on capital hill. 3121 is a workforce facing social media environment for collaboration amongst congress and neither the Senate nor the House of Representatives is funding it. This is an indirect funding model. This can be huge for government organizations and creative relationships within private industry.

I am dubbing this model a sponsor-delivered model. Thoughts? Who might be a possible sponsor for your enterprise?

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Category: social-solutions  

Tags: cases  funding  government  

Anthony J. Bradley
13 years at Gartner
30 years in IT

Anthony J. Bradley is a Group Vice President in Gartner Research. In this role he leads global teams of analysts who research the emerging technologies and trends that are changing today's world and shaping the future. Mr. Bradley's group strives to provide technology product and service leaders (Tech CEOs, General Managers, Chief Product Officers, Practice Leads, Product Managers and Product Marketers) with unique, high-value research and indispensable advice on leveraging emerging technologies and trends to create and deliver highly successful products and services. Information technology now impacts pretty much every business function in all companies, all industries, and all geographies. Technology providers are critical to the technology and business innovation that will define the world of tomorrow. Innovation depends on technology providers. By helping them, we help the world.

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