Preface
Power and validity
Key questions
1. Why, what, and how?
Community reboot
First source: function, shared meaning and objective
Second source: emotion and your brand loves me
Third source: self-oriented actualization
Fourth source: personal and social engagement
Fifth source: collective relationships
Next steps
2. The importance of social media branding
Brand as app
What is a social media community?
The social media brand and your brand
Functional vs. emotional
Relationships and community
Closing thoughts on the importance of social media branding
3. Source 1: functional social media brand
Problem solving, information search, and feedback
Prompt action
Convenience and accessibility
Closing thoughts on the functional brand
4. Source 2: emotional social media brand
Problem alleviation
Privilege
Fantasy
Curiosity
Closing thoughts on the emotional brand
5. Source 3: self-oriented social media brand
Self-actualization
Self-relevance
Self-branding
Life arrangements
Closing thoughts on the self-oriented brand
6. Source 4: personal (social) media brand
Experience exchange
Community attachment
Link building
Social engagement
Closing thoughts on the personal brand
7. Source 5: relational social media brand
Personalized brand communication
Fickle relational bonds
Obliged relational bonds
Preexisting relational bonds
Emerged relational bonds
Casual relational bonds
Closing thoughts on the relational brand
8. Implementing social media branding
Create functionality through product
I love, service I use
Create emotion by tapping into my feelings
Create the personal and social
Create relationship
Being interactive and personal
Closing thoughts
9. Brand building in action
Case 1. Yarns with Erica and Jess
Case 2. Westjet Xmas Cheer
Case 3. Fun with Bitstrips
Case 4. Communication and social media
Case 5. Banking and social media
Case 6. Offline engagement and online community
Case 7. The human factor
Case 8. Not much spark in Spark.co.nz
Suggestion readings
Index.