The 5-ING™ Framework

As part of my Doctor of Business Administration (DBA) research into social media marketing in the UK oil, gas and energy sectors, I identified a recurring challenge: engineering businesses possess considerable technical expertise but do not always use social media strategically to support their commercial objectives.

To address this challenge, I developed the 5-ING™ Framework, a practical model that helps organisations structure their social media marketing around identifying opportunities, developing relationships, supporting sales, building brand credibility and influencing relevant audiences.

Complementing this is my 4-ING™ Framework, which focuses on measuring, listening, monitoring and reviewing social media effectiveness. It encourages organisations to look beyond follower numbers and engagement statistics to consider how their activities support meaningful business objectives.

Together, the 5-ING™ and 4-ING™ Frameworks provide a research-informed approach to connecting social media marketing with business development and commercial opportunity.