Mediaboss Marketing

Social marketing aims to develop and integrate marketing concepts with other approaches to, in turn, influence behaviors that benefit individuals and communities for the greater social good. In public health, many social marketing campaigns include a specific behavior change component. For instance, a HIV testing social marketing campaign uses messages to convince people to get an HIV test.

The "social" in social marketing is not related to its use of social media, but instead refers to the fact that the primary aim of social marketing is to achieve "social good"and in many cases bring about social change. This is in contrast to traditional or commercial marketing where the aim is primarily financial gain.

Social marketing campaigns use multiple media channels to reach and saturate a target audience bringing about behavior change. A social marketing campaign may use social media tools in combination with other approaches, such as traditional media (billboards, radio, TV, etc.), events, and promotional materials, to reach a target audience and bring about the desired behavior change. A plan for implementing a social marketing campaign, will guide development, implementation, and evaluation.

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Strategies for Social Marketing Campaigns | What Works in ...