The "Social Technographics Ladder" is a couple of years old, and somewhat simplistic, but it does illustrate a progression from passive "spectators" to "creators": http://blogs.forrester.com/f/b/users/JROUSSEAUANDERSON/blog--st.gif. (from Li, C., & Bernoff, J. (2011). *Groundswell: Winning in a world transformed by social technologies* (2nd ed.). Boston: Harvard Business School Press.) I'll look forward to seeing what others on the list contribute to answer your question! Best, Janet *Janet Salmons Ph.D.* *Capella University School of Business and Vision2Lead, Inc. *Site- http://www.vision2lead.com Follow Twitter at #einterview Now available as Kindle e-books: Cases in Online Interview Research and Online Interviews in Real Time PO Box 943 Boulder, CO 80306-0943 jsalmons@vision2lead.com