Gartner Blog Network

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?

Additional Resources

View Free, Relevant Gartner Research

Gartner's research helps you cut through the complexity and deliver the knowledge you need to make the right decisions quickly, and with confidence.

Read Free Gartner Research

Category: social-solutions  

Tags: cases  funding  government  

Anthony J. Bradley
10 years at Gartner
26 years in IT

Anthony J. Bradley is a group vice president in Gartner Research responsible for the research content that Gartner publishes through its three internet businesses (, and These responsibilities include creating and leading the research organization and infrastructure needed for the strategy formulation, planning, research, creation, editing, production and distribution of the content. He has four global teams of highly talented people who are advancing towards the world's greatest destination for content on how small businesses succeed through information technology.

Leave a Reply

Your email address will not be published. Required fields are marked *

Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.