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A social media ecosystem maturity model

How is Social Media evolving on emerging countries? What countries are leading and how they compare between them? It’s common to find basic benchmarking on the web: total number of facebook users, twitter activity and other. But research on new technologies is always limited on emerging countries.

Let me propose a model for evaluating the social media ecosystem maturity using 40 variables from the World Bank, OECD and Comscore: One the y-axis the ecosystem readiness composed by Educational system, Infrastructure readiness, ease of doing business, skilled workfoce and others:


Some findings, using Latin America for the analysis:

  • Chile leads the region on Social media maturity
  • On the BRIC view, Brazil is on a great position (without considering the $400B that will land on private and public investment over the next five years) and India lags on the online.
  • There is a strong perception on a better overall web market on Argentina and Brazil, but they are in fact at the same level of the 2 other larger Colombia and Mexico. It’s interesting to find that online on Singapore is not as large as expected, at the same level of maturity on the x-axis.



Emerging countries should leverage the Social Media to create programs to develop their digital ecosystem. Now you know how different countries are doing and areas to develop. Feel free to leverage the model and comment on it.


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