Social Media Marketing Framework

I've been asked to concept a social media marketing framework for 22squared, at least from a Brand Planning and Communications Planning perspective. During my research I've been thinking about what I heard at the Futures of Entertainment conference and what I've seen from other social media strategists. One of the strategists that I read is Julian Cole from The Population in Australia and I like the priciples of his framework although I might switch around some things. Here is a video that he did explaining the first verision of his framework: