Social Computing, Social Networking ?

"Many companies approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. Forrester categorizes Social Computing behaviors into a ladder with six levels of participation; (...)"

http://www.forrester.com/Research/Document/Excerpt/0,7211,42057,00.html