Can't tell you how many times I've heard the following from clients/brands: "What's my Twitter strategy? What is a Twitter strategy? Does my agency know how to make one of those?" ... etc etc 

I'm sure many know what I'm talking about. I've also seen lots of frameworks that help brands diagnose their social lives. Are they "beginner" or "advanced"? Are they "experiemening" or "innovating"? Insert "from-to" here...

Harvard Business Review has an interesting take on this modeling (below). 

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The "predictive practicioner" approach involves confining usage to a specific area, such as customer service. It works well for businesses seeking to avoid uncertainty and to deliver results that can be measured with established tools.

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The "creative experimenter" approach is about embracing uncertainty, using a "test and learn" mentality to find ways to improve discrete functions and practices. 
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The "social media champion" approach involves large initiatives designed for predictable results. Requires close collaboration across multiple functions and levels and includes external parties.
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The "social media transformer" approach enables large-scale interactions that extend to external stakeholders, allowing companies to use the unexpected to improve the way they do business.