Seth Godin: Tribes Concept in Social Media Branding

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Social Media Branding
Over the past two decades, the use of social media as a tool for branding has increased significantly with the exponential growth of the internet. Brand building is a critical aspect of business success since it improves organizational recognition, supports advertising, enhances the organization’s financial value, and creates trust. In his book, “Tribes,” Seth Godin uses the concept of tribe to explain how organizations can use social media to establish communities and build brands. According to Godin (11), a tribe refers to a group of individuals that are connected to and are affiliated to a leader. He asserts that every tribe needs a leader because tribes cannot exist without leadership. The tribe must also be connected to something to believe in (an idea) and engage its constituents. It can be learned that building brands using social media requires individuals and organizations to position themselves as leaders and give their followers something to believe in by connecting them to a unique idea.
Lesson 1: Position One’s Self as a Leader
The first lesson I learned from the “Tribe” is that social media branding requires individuals and businesses to assemble a large tribe that views them as leaders. Many people are drawn to leaders and their ideas because they cannot resist the thrilling experiences that accompany being under a leader. Leaders should motivate and inspire their followers. Individuals and businesses can utilize tools and social networks such as Meetup, Twitter, Ning, and Facebook to create and lead tribes (Godin 12). Connecting people using these valuable tools are meaningless if there is no leadership. The efforts of companies and individuals and companies to build brands using social media may go to waste if their leadership is compromised. Brand building using social media requires individuals and businesses to position thems...