Social Media Branding for Small Business : The 5-Sources Model
Often the complaint from consumers and business people is: ‘some businesses are not sure what to discuss on their social networking pages. They just bombard us with specials and try to sell their products and services. Social media is not about selling, it’s about the link. Building and engaging likeminded people with the brand.’ In response, Social Media Brand provides the thinking, evidence and practice to create a road map for practitioners to develop and implement their brand in online and offline communities. This approach is called 5 Sources (5S). The five fundamental branding principles simply outsource the brand and put the customer back in control. The 5 Sources approach asks the following questions of the brand and its stakeholders:
1. Functional: What is the role of the brand in enabling customer objectives?
2. Emotional: What is the role of the brand in customer acknowledgement?
3. Self: What is the role of the brand in customer acknowledgement and actualization?
4. Personal (Social): What is the role of the brand in the reality of a customer’s social interactions?
5. Relational: What is the role of the brand in defining collective relationships?
In essence it signals the day when the brand is no longer owned by the marketer or company. Rather, it is outsourced to the customer and other stakeholders in the social media community. Secondly, it provides a practical orientation and insight. This is book is research-based. It reflects what the social media community told the authors they wanted, without bias, prejudice or agenda. It is their call for ownership of the brand. A lot of companies are using social media, but many of them fail to build relationships and position their brands as community assets. This book will contribute value to your brand and community relationships both on and offline.
December 17, 2014