What are the 4 E's of social media?

As mentioned, a 4E framework of social media marketing includes: educate, empower, entertain and engage.

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The Basic Idea

The 4E Framework comes in many different forms, but always follows the same structure. It’s always composed of four strategies or techniques that begin with the letter E.There exist many variations of the 4E framework across diverse fields, as it’s an umbrella framework that encapsulates multiple different perspectives. In social media marketing, it might read as: educate, empower, entertain and engage.1 In psychiatric rehabilitation, it reads as: exposure, experience, expertise, and embedding.2 No matter what the specific variation of the 4E framework, one important thing to remember is that each technique aims to make an organization more effective in reaching their objectives. The framework acknowledges there is no easy, quick solution to achieving a goal and that there are various methods through which we might tackle a problem. Let’s have a look at what the 4E framework might look like in three different fields: physiotherapy, social media marketing, and cognitive science.

Psychiatric Rehabilitation

A 4E framework for psychiatric rehabilitation is exposure, experience, expertise and embedding. Each one has a different specific outcome in mind, but all with the overarching goal of helping individuals become knowledgeable researchers and able psychiatrists.2 Exposure: like ‘educate’ in the 4E framework of social media marketing, exposure is about providing individuals with access to informative material, which may include giving them pamphlets or letting them know of conferences that might be of interest to them. The goal of exposure is increased knowledge. 2 like ‘educate’ in the 4E framework of social media marketing, exposure is about providing individuals with access to informative material, which may include giving them pamphlets or letting them know of conferences that might be of interest to them. The goal of exposure is increased knowledge. Experience: this technique allows individuals to get familiar with innovative psychiatric rehabilitation methods. It may include showing them videos that demonstrate the method, and the purpose of experience is to increase their positive attitude towards the method. 2 this technique allows individuals to get familiar with innovative psychiatric rehabilitation methods. It may include showing them videos that demonstrate the method, and the purpose of experience is to increase their positive attitude towards the method. Expertise: helping individuals develop competency in a particular skill. This could include mentoring new psychiatrists. The goal of expertise is increased ability. 2

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helping individuals develop competency in a particular skill. This could include mentoring new psychiatrists. The goal of expertise is increased ability. Embedding: for psychiatrists to really be proficient at their job, they need to be able to embed innovative techniques or learnings into their everyday practice. One form of embedding is funding, which allows more resources to be brought in. The purpose of embedding is to increase use of a method or tool.2

Social Media Marketing

As mentioned, a 4E framework of social media marketing includes: educate, empower, entertain and engage. Each one attempts to sell consumers on your product or service through a different means. Educate: they say knowledge is power, and this technique is all about providing the public with knowledge about your brand or product. It’s not only about giving them facts about it, but also about preempting their questions like ‘why should I buy this product?’ or ‘why should I follow this organization instead of another?’ 1 they say knowledge is power, and this technique is all about providing the public with knowledge about your brand or product. It’s not only about giving them facts about it, but also about preempting their questions like ‘why should I buy this product?’ or ‘why should I follow this organization instead of another?’ Empower: if a company makes consumers feel good, those consumers are likely to continue supporting them. Empowerment could come in the form of portraying models that all have varying looks so all people can relate, or in the form of providing tools that will help them. 1 For example, Sephora’s app includes a ‘Community’ feature where people can find advice on how to use various makeup products. if a company makes consumers feel good, those consumers are likely to continue supporting them. Empowerment could come in the form of portraying models that all have varying looks so all people can relate, or in the form of providing tools that will help them. For example, Sephora’s app includes a ‘Community’ feature where people can find advice on how to use various makeup products. Entertain: this approach to social media marketing emphasizes what social media was originally intended to do: entertain people.1 People scroll through social media as a reprise for their daily lives so they are looking for fun. One example of a company that uses this approach is Wendy’s, that oftentimes will reply to tweets with funny one-liners.

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Engage: social media marketing is often about building a brand, which requires a community that follows it.1 Companies should try and engage people as much as possible to create a loyal client base. One way to engage is through Instagram polls, where consumers answer questions.

Cognitive Science

One area where the 4E framework is used that we haven’t mentioned yet is in cognitive science. Specifically, it captures a new research paradigm of the mind that departs from functionalism, which supposed that the mind could be talked about in general, abstract terms.3 In the context of the new research paradigm of cognition, the 4E framework is made up of: embodied, embedded, extended, and enactive.3 Each describes a different method through which to try and understand cognitive function.

thedecisionlab.com - 4E Framework - The Decision Lab

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