(click the image for an easier-to-read version. Note that this a 'living' chart that I have been soliciting feedback/input on - if you have any suggestions/additions/changes, just post a comment below or at the SlideShare page!)

I've already noted how social media is not the same as Word of Mouth. And as the social landscape broadens, it's simply causing more confusion as the term "social" gets slapped on just about anything to make it sound cool and relevant.

Above is a chart I've been working on that tries to illustrate the "social" landscape in terms of tactics and goals. You should be able to take any social touchpoint/tactic/business model (brand community, Twitter profile, blogger outreach, CGM sweepstakes) and plot them on this chart.

Essentially, this chart segments the social landscape into four quadrants... as a function of:

• CRM (social CRM or sCRM)
• Marketing (social MARKETING)
• PR (social PR)
• Media (social MEDIA)

The horizontal axis represents "owned" social channels (that you own/control) versus "leased" ones (i.e., paying a company for access to their network of consumers willing to try and/or talk about your product). The "partially owned" area represents social platforms such as Twitter and Facebook where yes, you can establish a brand presence but you don't own any underlying data and are at the whim of the service provider in terms of metrics or even having your account suspended. The vertical axis represents the depth of engagement from very 1-to-1/personal to impersonal/3rd-person - i.e., "engagement" vs. "reach":

In conclusion, there is nothing wrong with leveraging the social web to facilitate high-impact, quick hit consumer promotions, but at the end of the day was your goal to "reach" 1,000,000 consumers with a message about your product, or simply "acquire" a 10,000 email addresses into your company's email database? As the social landscape broadens, marketers need to ensure that their success metrics are in line with the tactics they are leveraging. And that unfortunately can't happen until you have properly educated the folks holding the pursestrings.

The Groundswell authors break down the opportunities within social media to mirror corporate structures, providing an easy way for people in research, marketing/PR, customer support, product development to find their path into social media initiatives.

This is a solid approach because it brings clarity and structure, leading to actionable initiatives. It's also a good approach for a brand that is making their first foray into the space so they can clearly define objectives and measurable goals and ultimately come away with a success story to justify additional investment.

But what about the brand that has experience and is ready to take a more holistic approach? Or what about the brand that wants to leapfrog their competitors who have already been experimenting for the past year?

Social media and word-of-mouth are not about corporate "silos" - the most effective and sustainable programs cut through silos and have touch points across departments. Does this approach make getting a program off the ground more challenging? Absolutely, but it also accelerates corporate learning, improves results and sustainability of the program.

When did you say the Groundswell 2.0 bus was arriving?

I stared at it yesterday for awhile thinking of all of the different ways this could be interpreted and what he really means.

No such thing as good publicity? Really?!

While what we do at Affinitive is not "publicity", Word of Mouth often results in an organic publicity, generated in consumer to consumer conversations, and often in three-way conversations that involve consumer dialogue directly with the brand. There are many stories built upon Word of Mouth and Social Media initiatives, and most of these result in "good" publicity.

Is this reading too much into a Banksy graffiti tag? Maybe...but his messages are all delivered with an intent and purpose, so he is definitely saying something here. Is this more of a comment on the Reality TV-laden current social sphere where people like Paris Hilton exist in a swarm of paparazzi-is that his statement here?

I'd love to hear your thoughts on his message here, so leave a comment!

Side note: Fan of Banksy? Check out Streetsy's list of 40 other street artists you should know.