You may or may not be familiar with Lovemarks. This is a concept which came out of Saatchi and Saatchi, and identifies, as best as possible, the characteristics of those brands which become things we love. The idea of "brand" is always in the head (and heart) of the consumer, and therefore, what is a Lovemark to some, maybe something very different to someone else....Apple and Microsoft for example.
One way to grade a brand is to place it within the Love v Respect matrix. High Love, and High Respect making it a Lovemark, where as the opposite (Low Love and Low Respect) makes it is a commodity. The image below fills in the gaps.
I thought I'd choose 12 social media platforms to place where I believe they sit, but also accompany each with an arrow representing the direction of travel. i.e. Where they used to be, say 6 to 12 months ago. The longer the arrow, the further they have travelled. Obviously a matter of opinion, and I haven't given the reasons why I think this (some may be obvious), but it would be interesting to hear others opinion. [The time of writing is a key element here.]