It makes sense that after focusing on what exactly Web2.0 or social media is in our first several readings that in our third article of the reading for the week focuses on how corporations can use social media as part of their overall marketing strategy. Thus, in the third article for this weeks readings Jan Kietzmann identifies seven ares of importance in this regard, namely identity, conversations, sharing, presence, relationships, reputation, and groups. 

    Not suprisingly Kietzmann's start with a focus on micro-blogging, mostly Twitter, although I have never heard the phrase micro-blog used to describe Twitter it does fit. This form of Web2.0 seems to be much better suited for a corporation to engage with the media than through blog posts, or a site like Wikipedia. For Kietzmann the seven areas of importance form a honeycomb of social media functionality. He emphasizes that with the advent of social media, suddenly corporations lost much of the control around the content being put onto the internet regarding their brand, since the millions of twitter users, bloggers, and others on social media far exceed content that could be created and controlled by the company. 

    A key aspect of Kietzmann's honeycomb of influence is personal and brand identity. He points out that, while social media is a key area of expressing personal identity, many people have multiple identities that they display on the web. Even if a person is not using an alias they still often will display different forms of content depending on the platform being used. For instance, acting more professional on LinkedIn vs on Instagram. Similarly, other aspects of the honeycomb change depending on the platform being used. For insance, the mode of communication differs whether you are posting on twitter vs blogging. 

Overall, I enjoyed reading through the article from Kietzmann and liked the way that he viewed differences in social media platform through his prism of the seven layered honeycomb. When seen in this way you are able to notice more clearly how the platform shapes the communication taking place on each.