The range of brand credibility in social networks, which depends upon brand involvement, fan engagement, and content value. All comments and improvements to this graphic welcome!

1. Social Networking Brand Credibility Scale Opportunities for user-contributed social network content, staff engagement, unique value in content Informative social network content, minimal fan interaction, brand-driven Spammy, self-involved social network content Does not create enthusiastic fans, but is a mildly credible brand source Enthusiastic fans, highly credible source for brand information Earns no added brand credibility from social media Added value from online content, user-generated content, and real engagement make the brand a credible information source, creates brand defenders, and develops brand enthusiasts