The social web is a rapidly changing and evolving space. Every week that passes brings a new player – a new feature or function – and sometimes, a completely new way of conceptualising the web.

To get a sense of how much things have changed over the last couple of years, take a look at JESS3 and Brian Solis’ Conversation Prism from 2008. Fast forward to today and the Conversation Prism circa 2010 is more complicated. Not only does it include the middle section on user behaviour (part of v 2.0), but it includes new groupings of social technologies that encompass social curation, social commerce and “nicheworking”.

So when someone asks you about a strategy that will help their business engage with conversation on the web, show them a copy of this chart. Show them where the points of interaction could potentially occur and then ask them what type of consumer behaviour they are wanting to impact.

Who said social media is simple? Oops, that would be me.