A maturity model can be described as a structured collection of elements that describe certain aspects of maturity in an organization or an individual.
A maturity model may provide, for example :
- a place to start
- the benefit of a community’s/individual’s prior experiences
- a common language and a shared vision
- a framework for prioritizing actions
- a way to define what improvement means for you individually or for your organization.
A maturity model can be used as a benchmark for comparison and as an aid to understanding – for example, for comparative assessment of different organizations or individuals where there is something in common that can be used as a basis for comparison. In the case of the TMM, for example, the basis for comparison would be the individual’s tweeting process.
The above definition is based on wikipedia.
I have decided to define a Twitter Maturity Model, specially given the increase in the number of Tweeters of late and how twitter has taken the center stage of modern day communication. Since it can be used by pretty much anyone – common men to politicians including POTUS, why not develop a model which when applied to different individuals, helps them assess themselves? This may help them to know when to tweet and when not to & most importantly what to tweet & what not to. And may help the followers to pick & choose whom to follow & whom not to follow.
Twitter Maturity Model (TMM)
Purpose: To know where you are in the maturity model ladder. Once you identify yourself as a TMM1 or TMM2 or…, you know what to do to mature to the next level.
The Twitter Maturity Model involves the following aspects:
- Maturity Levels: a 5-Level process maturity continuum – where the uppermost (5th) level is a notional ideal state where tweets are a combination of philanthropy and rapid action based.
- Key Tweet Areas: a Key Tweet Area (KTA) identifies a cluster of related tweets that, when hash-tagged (#) collectively, achieves a set of goals considered important.
- Goals: the goals of a key tweet area summarize the states that must exist for that key tweet area to have been implemented in an effective and lasting way. The extent to which the goals have been accomplished is an indicator of how much capability the tweeter has established at that maturity level. The goals signify the scope, boundaries, and intent of each key tweet area.
- Common Features: common features include practices that implement and institutionalize a key tweet area. There are five types of common features: Commitment to Tweet regularly (a fixed number of tweets every day), Ability to Tweet under all circumstances (even when one is on a vacation), Tweets on general activitiesPerformed, Measurement and Analysis of things you generally observe, and Verifying & making fun of others’ tweets.
- Key Practices: The key practices describe the elements of humor and seriousness that contribute most effectively to the implementation and institutionalization of the KTAs.
Levels of the Twitter Maturity Model (TMM)
There are five levels defined along the continuum of TMM.
“Predictability, effectiveness, humor, and control of an individual’s tweeting processes are believed to improve as the individual moves up these five levels. While not rigorous, the empirical evidence to date supports this belief.”
- Novice (chaotic, ad-hoc, random tweets) – the starting point for use of a new tweeter..(Example tweets: a tweet on “Just finished my lunch” is followed by a tweet after 3 days along the lines of “monday..huh!“)
- Getting-hang-of-it (more regular, started following a few people) – the tweets are more managed according to the metrics defined. knows how to read tweets, figured out hash tags, have chosen a few people to follow (Example tweets: “Watching IPL game 37″ is followed by “That was a great game” after 4 hours)
- Got-it (you have followers other than those who you forced to follow, tweets on a daily basis) – the tweets are becoming more and more regular, have started using other tweeting tools instead of going to twitter.com, checks others’ tweets regularly on a topic and also responds to others’ tweets (Example tweets: “Wish IHOP stopped making pancakes”, “the only pancake I will ever eat is the one I make @ home. LOL.”, “Why is there no maple syrup in maple syrup?”, “Because it is expensive”..all these above tweets go one after another before you finish your breakfast)
- Egoistic (you have spammers as your followers, more self-indulgent tweets) – you start keeping tab of the number of followers you have on a daily basis, starts having goals on the number of followers you should hit every month, start tweeting about your blog, your music, your work, your clothes, your %$%.., starts RTing your own tweets or any tweets that others tweet about you (Example tweets: “RT: @iamgod this guy is da best. noone can talk so much about pancakes through tweets like he does”, “Pancakes and Maple Syrup: Check out my blog: http://bit.ly/yua64%$”, “Twitter power – I have 20000 followers now. Thanks for all the love” “Join me for a live webcast @ 6:30 PM ET, I will be with @retardno1 to promote our new website”)
- Power-to-change-the-world (messiah like feeling clouds you, you start RTing others’ problems) – this is when you start looking for problems that others may have so that you can tweet about it with a hope that someone somewhere will help this poor soul and you can take credit for it, can’t sleep without solving at least one problem a day through your tweets (Example tweets: “RT: @needhelp1: RT: @needhelp2 – Blood group AB1 needed in Omaha St. Mercy hospital. Call 4089887665”, “In New York, talking to coal miners to understand why they moved out of WV. Real sad state..”, “Can Ioffer my time for Haiti? Or not?”)
Now that I have established my premise here on how TMM will actually help all of us, the tweeters and the followers, I wish the whole LKM & ST tweet row was sorted out amicably through their respective TMM levels. Everyone including the PM would have known who is more mature (and hence can be trusted) and whose tweets not to believe in.
Anyway, I will confess that I am a 3+ (sometimes 4)…I think.