The Honeycomb Model

What is the Honeycomb Model?

It’s a visual framework designed to simplify how we understand complex digital experiences. Originally developed in the field of user experience (UX) design, the Honeycomb Model has since been adapted to social media, offering a clear way to analyze how users behave and engage across platforms.

In this blog, we’ll walk you through the origins of the Honeycomb Model, explain its seven core components for social media, show you the diagram in context, and break down how you can use it to build a smarter social media strategy. Plus, we’ll look at both the strengths and the critiques of the model to give you the full picture.

What is the Honeycomb Model – history and origins

The Honeycomb Model is a visual framework used to analyze and understand complex systems — especially digital experiences and social platforms. Originally developed by Peter Morville for the field of User Experience (UX), the model has since been adapted to other domains, including social media strategy.

Morville’s original UX Honeycomb defined seven key facets of a great user experience: useful, usable, desirable, findable, accessible, credible, and valuable. Each hexagonal cell in the honeycomb represents one of these principles, and the model shows how they interconnect to create a holistic and effective user journey.

Later, researchers Kietzmann, Hermkens, McCarthy, and Silvestre introduced a Social Media Honeycomb Model in 2011, which adapts the visual structure to help businesses and marketers understand how people engage with social platforms.

The Seven Blocks of the Social Media Honeycomb

The Social Media Honeycomb Model, developed by Kietzmann et al. (2011), identifies seven functional building blocks that shape user behavior on social media platforms. Each block represents a specific way in which users interact — with content, with each other, or with the platform itself.

The power of this model lies in its adaptability. Not every platform will emphasize all blocks equally. For example, Reddit is heavily focused on conversations and groups, while Instagram leans more toward sharing and identity. By analyzing these blocks, marketers and strategists can better understand how to design content, build communities, and measure engagement on each platform.

Identity

Identity refers to how much users share about themselves on social media — not just names and photos, but also interests, affiliations, behaviors, and values. Platforms that emphasize identity help users shape how they are seen by others, both personally and professionally.

This block is critically important for marketers because identity data powers targeting and personalization. When we know someone’s role, interests, or behaviors, we can tailor messaging, content, and offers with laser precision. Social media doesn’t just reflect who users are — it lets them craft who they want to be.

From teens curating their Instagram feeds to executives building thought leadership on LinkedIn, identity is at the heart of how people use social media.

Common identity features:

• Full name or username
• Profile photo or avatar
• Bio sections (job title, education, interests)
• Location, age, gender
• Login through other accounts (e.g., Google, Facebook)

Examples of strong Identity platforms:

• LinkedIn: encourages full professional bios and endorsements
• Facebook: promotes real-identity networks with detailed profiles
• Instagram: relies on visual identity and personal branding

Crafting a strong digital identity is essential for brand consistency across platforms. Learn how to shape your brand narrative with Brand Development Explained.

Conversations

Conversations represent the degree to which users communicate with each other on a platform. This communication may be one-to-one, one-to-many, or many-to-many — and it can happen in real-time or asynchronously.

In social media, conversations are a two-way street — they allow users to express opinions, ask questions, respond to brands, and engage with community members. For marketers, this block is essential because it transforms passive viewers into active participants. A brand that can spark meaningful conversation increases engagement, visibility, and trust.

Think of it this way: posts are static. Conversations are alive.

Common conversation features:

• Comment sections and replies
• Direct or group messages (DMs)
• Live chats or live stream Q&A
• Polls and reaction buttons
• Threads and discussion forums

Examples of platforms strong in conversation:

• Reddit – discussion-first, deep community dialogue
• X – fast-paced, thread-based interaction
• Facebook Groups – structured community conversations

Sharing

Sharing refers to how users distribute, amplify, or repost content within their social network. It’s the beating heart of how content goes viral — and it’s what makes social media a powerful engine for discovery and reach.

People don’t share randomly. They share because content reflects their values, identity, humor, or knowledge. For marketers, tapping into this motivation is crucial: the more shareable your content, the further it travels — for free.

Common sharing features:

• Share/repost buttons
• Copy link or send via DM
• Embedding content on other platforms
• Story shares or duets/stitches (TikTok, Instagram)

Examples of platforms built around sharing:

• Instagram & TikTok – visual-first, high viral potential
• YouTube – long-form content with embedding/sharing features
• Pinterest – idea-sharing via pins and boards

Content is the fuel that powers sharing. To create posts people want to repost, save, and share, explore Content Creation – Wow Your Audience.

Presence

Presence refers to the ability of users to know when others are available, nearby, or active. It introduces a sense of “now” into the platform, making interactions feel more immediate and human.

Presence builds urgency and FOMO (fear of missing out). When people see that someone is “online now,” or that a livestream is happening in real-time, they’re more likely to jump in and participate.

Common presence indicators:

• Online/offline or “active now” dots
• “Last seen” or activity status
• Location sharing and geotagging
• Live video or audio participation

Platforms where presence is central:

• Snapchat – real-time location (Snap Map), active status
• WhatsApp – “last seen” and “typing…” status
• Instagram Live, TikTok Live – creates urgency and real-time engagement

Relationships

Relationships reflect how users connect, follow, and interact with one another. This block focuses on the strength and type of ties between users — from casual follows to close friendships or professional networking.

Strong relationship layers lead to more meaningful engagement, higher trust, and more word-of-mouth value. For brands, relationship-building is the foundation of community and loyalty.

Relationship indicators include:

• Friends/followers/following counts
• Direct messaging frequency
• Tagged posts and mentions
• Connection strength (mutual friends, interaction history)

Examples of platforms focused on relationships:

• LinkedIn – professional connections, 2nd-degree networks
• Facebook – friend-based structure, personal networks
• Instagram – close friends, DMs, and interactions

Reputation

Reputation is about how users and brands are perceived in terms of credibility, authority, and trustworthiness. On social media, reputation is often quantified — in likes, ratings, followers, badges, and reviews.

A strong reputation improves discoverability, influence, and conversion. People trust what others trust — and social platforms amplify that signal.

Reputation-building elements:

• Likes, comments, shares, and saves
• Verified badges (blue checkmarks)
• User reviews or star ratings
• Upvotes/downvotes (Reddit)
• Influencer collaborations and testimonials

Platforms where reputation is prominent:

• Reddit – karma system based on upvotes
• Instagram/X – visible likes, verified status, follower count
• YouTube – comments, likes, and subscriber counts

Groups

Groups represent how users form communities around shared interests or values. Whether formal or informal, groups allow like-minded people to gather, exchange content, and build trust.

Groups are powerful because they encourage self-sustaining engagement. In a well-run group, members contribute value, answer each other’s questions, and rally around causes or ideas.

Group features typically include:

• Member lists and roles (admin, mod, user)
• Rules and moderation systems
• Threaded conversations
• Events, polls, and shared content
• Entry requirements or invite-only access

Examples of group-centric platforms:

• Facebook Groups – highly active community spaces
• Reddit (subreddits) – decentralized interest-based discussion
• Discord – private servers for communities, gaming, or brands

Honeycomb Diagram

The Honeycomb Diagram is a visual representation of the seven core blocks of the Social Media Honeycomb Model. Each block is shaped like a hexagon, arranged in a honeycomb-like pattern to emphasize that no single block stands alone — instead, they are interconnected components of a complete social media experience.

The image below offers a clear honeycomb model example, with Identity placed at the center, surrounded by the other six functional blocks — visually reflecting how user behavior connects across different social media dimensions.

At its core, the diagram serves as a strategic mapping tool that helps brands and marketers assess:

• What functions their social platform supports
• Which user behaviors are being encouraged
• Where opportunities exist for improvement or innovation

What the Diagram Shows?

Each hexagonal cell represents one of the seven functional building blocks. The visual layout is non-linear, reflecting the fact that social media platforms do not follow a rigid formula. Some platforms may emphasize a few blocks heavily, while others may lightly touch all seven. The flexibility of the honeycomb diagram allows teams to tailor strategy to platform strengths.

Imagine plotting platforms on the diagram like this:

• Instagram: High emphasis on Sharing, Identity, and Reputation
  Reddit: Strong in Conversations, Groups, and Reputation
• LinkedIn: Focused on Identity, Relationships, and Reputation
• TikTok: Dominated by Sharing, with growing importance of Presence and Conversations

By placing each platform against the honeycomb blocks, you can clearly visualize where to invest your content efforts, what types of engagement to prioritize, and which features to leverage.

The Honeycomb Diagram isn’t just a conceptual tool — it’s a practical framework that can be used to:

• Audit your existing social media presence
• Align platform strategy with user expectations
• Design or refine new social platform features
• Prioritize community engagement tactics
• Present channel insights in client reports or team meetings

How to Use the Honeycomb Model in Social Media Strategy

The Honeycomb Model isn’t just a conceptual tool — it’s a strategic framework that helps marketers, brand managers, and content creators align their social media activity with user behavior and platform strengths. Each of the seven functional blocks provides a lens through which you can evaluate your current strategy or plan a new one — platform by platform.

1. Audit Your Existing Social Presence by Block

Start by mapping out your brand’s presence on each platform across the seven blocks. Ask:

• Identity – Do our profiles clearly communicate who we are?
• Conversations – Are we engaging in two-way communication or just broadcasting?
• Sharing – Is our content easy to share, and does it invite engagement?
• Presence – Are we making use of real-time features (e.g., Live, Stories, Activity Status)?
• Relationships – Are we building loyal followers or just chasing numbers?
• Reputation – Do we have visible trust signals (testimonials, likes, verification)?
• Groups – Are we part of, or managing, niche communities?

This audit will reveal strengths, gaps, and inconsistencies across platforms like Instagram, LinkedIn, TikTok, or Reddit.

2. Identify Platform-Specific Emphasis

Each social media platform naturally leans into certain blocks.

Platform	Emphasized Blocks
Instagram	Identity, Sharing, Reputation
TikTok	Sharing, Conversations, Presence
LinkedIn	Identity, Relationships, Reputation
Reddit	Conversations, Groups, Reputation
Facebook	Relationships, Groups, Sharing
Discord	Groups, Presence, Conversations

Knowing this allows you to adapt your content strategy to fit the platform instead of trying to force a one-size-fits-all approach.

3. Match Business Goals to Blocks

The Honeycomb Model becomes most powerful when you connect each block to specific marketing goals.

Goal	Focus Block(s)
Brand Awareness	Identity, Sharing
Community Building	Groups, Relationships
Engagement	Conversations, Presence
Trust Building	Reputation
Lead Generation	Identity, Relationships

Don’t try to activate all seven blocks equally on every platform. Instead, prioritize 2–3 blocks per campaign or platform that align best with your objectives.

4. Design Campaigns Through the Lens of the Model

Once you’ve mapped your goals and platform strengths, design content and campaigns that intentionally activate specific blocks:

• Run LinkedIn Thought Leadership posts to boost Identity and Reputation
• Host Instagram Live sessions to drive Presence and Conversations
• Launch a UGC contest on TikTok to encourage Sharing and Reputation
• Build a Facebook Group to deepen Relationships and create Community

Think of the model like a filter: run every campaign idea through it to make sure you’re hitting the right psychological and functional triggers for your audience.

5. Measure and Optimize Based on Block-Specific KPIs

To understand whether you’re succeeding, measure performance using block-aligned KPIs:

Block	Example KPIs
Identity	Profile views, follower quality, bio clicks
Conversations	Comment rate, message volume, reply time
Sharing	Shares, reposts, duets/stitches, link copies
Presence	Live views, story interactions, time active
Relationships	Follower growth, DMs, mentions, tags
Reputation	Reviews, ratings, verification, likes
Groups	Group engagement, membership growth, posts

Regularly assess which blocks are performing well — and which need more focus. This will help you refine your content strategy, platform focus, and community management over time.

Using the Honeycomb Model isn’t about ticking boxes — it’s about creating a balanced, human-centered approach to social media. By aligning what your audience wants with what your brand offers — block by block — you’ll move from just being present on platforms to being strategically impactful.

If you want to dive deeper into building a platform-specific strategy, check out our collection of practical marketing eBooks for step-by-step guidance.

Advantages of the Honeycomb Model

The Honeycomb Model stands out as a practical and versatile framework for anyone managing a brand’s presence on social media. Rather than treating social platforms as monolithic channels, the model breaks them down into seven functional dimensions, making it easier to analyze, plan, and optimize strategy.

Here are the key advantages of using the Honeycomb Model in your social media strategy:

• Clarifies Complex User Behavior – Social media is multifaceted. Users interact differently based on platform, context, and intent. The Honeycomb Model simplifies this complexity by organizing social behaviors into seven distinct categories, allowing marketers to:
• Understand what motivates users on different platforms
• Align brand strategy with user expectations
• Communicate more effectively with different audience segments
• Supports Platform-Specific Strategy – One of the model’s biggest strengths is its adaptability to different platforms. Not all social networks serve the same purpose. By using the Honeycomb blocks, brands can:
• Map their content types and features to each platform’s core strengths
• Avoid using identical content across channels
• Leverage the most relevant platform functionalities (e.g., Reputation on Reddit, Presence on TikTok Live)
• Aligns Marketing Goals with Platform Features – Each block of the Honeycomb can be connected directly to specific marketing objectives — whether it’s increasing reach, engagement, trust, or community building. This allows for:
• Smarter campaign planning
• Better resource allocation
• KPI alignment with real user behavior
• Encourages Holistic Thinking – Many social strategies focus on surface-level content metrics — likes, followers, reach. The Honeycomb Model pushes you to think beyond vanity metrics, considering User experience (UX), behavioral psychology and emotional and social drivers.
• Practical for Audits and Optimization – Whether you’re starting from scratch or improving an existing presence, the Honeycomb Model acts as a diagnostic tool. It helps:
• Identify underutilized platform features (e.g., neglected stories, lack of live video)
• Detect imbalance (e.g., over-sharing with no conversation or community)
• Pinpoint opportunities for deeper engagement

The Honeycomb Model is just one of many powerful tools for strategic planning. If you’re building a full-stack approach, Marketing Frameworks Explained offers a deep dive into proven models you can apply right away.”

Common Critiques

While the Honeycomb Model is widely respected for its simplicity and versatility, like any framework, it isn’t without its limitations. Understanding these critiques helps you apply the model with greater clarity — and avoid relying on it in ways it wasn’t designed for.

The Honeycomb Model provides a great bird’s-eye view of social media functionality, but it doesn’t offer tactical guidance. There are no built-in KPIs, metrics, or channel-specific workflows — which can leave some marketers asking, “What do I do with this now?”

There is natural overlap between some blocks, particularly Conversations, Relationships, and Groups. In modern social platforms, one action (e.g., replying to a friend’s story) can activate multiple blocks at once — which can make it hard to draw clear lines between behaviors.

The model is focused on user behavior and platform function, not content formats. It won’t guide you on what type of creative to produce or how to adapt your content for different algorithms — for that, you’ll need to layer in platform-specific best practices.

The Honeycomb Model was built around organic user behavior. It doesn’t take into account how paid media, boosted content, or ad targeting influence interactions — which are now a massive part of how brands operate on social.

The model presents all seven blocks equally, but in reality, platforms emphasize some far more than others. For example, TikTok is more about Sharing and Presence, while LinkedIn is centered on Identity and Reputation. Without prioritization, there’s a risk of trying to “do everything” — which can dilute focus.