The 5-ING™ Framework

As part of my Doctor of Business Administration (DBA) research into social media marketing, I identified a recurring challenge across the engineering, manufacturing, energy, and industrial sectors: organisations possess exceptional technical expertise but often struggle to convert that knowledge into visibility, credibility, and commercial opportunity.

To address this challenge, I developed the 5-ING™ Framework. A strategic model that helps organisations transform technical expertise into a structured social media and business development strategy that strengthens market presence, builds credibility, and generates measurable commercial value.

Supporting this is the 4-ING™ Measurement Framework, which evaluates performance against meaningful business outcomes rather than vanity metrics alone. This ensures that every activity contributes to tangible business objectives, including increased engagement with the right audiences, stronger brand positioning, improved lead generation, and sustainable commercial growth.

Together, the 5-ING™ and 4-ING™ Frameworks provide organisations with a practical, evidence-informed approach to turning expertise into opportunity.