Social Marketing


Social marketing or social media marketing is a tactic that taps into the growth of social networks, encouraging users to adopt and pass along widgets or other content modules created by a brand, or to add a brand to the user’s social circle of friends. [1][2]

Social marketing has traditionally referred to the branch of marketing that is concerned with the use of marketing knowledge, concepts, and techniques to enhance social ends, as well as the social consequences of marketing strategies, decisions, and actions. This type of marketing is designed to influence the behavior of a target audience in which the benefits of the behavior are intended by the marketer to accrue primarily to the audience or to the society in general and not to the marketer.

Social marketing can be carried on by for-profit, public, and private nonprofit organizations or by individuals. Examples would be attempts to influence individuals to stop smoking (by the private nonprofit American Cancer Society) or report crimes (by the public U.S. Department of Justice). An attempt of one friend to influence another to go on a diet is also social marketing.

Related terms include social marketing report (a report on those marketing activities that have social impact, usually in the form of disclosures to relevant publics, overall rating schemes, or internal performance review). [3]

See also


  1. ^ iab. IAB Interactive Advertising Wiki.
  2. ^ American Association of Advertising Agencies (4As). A Marketer’s Guide to Understanding the Economics of Digital Compared to Traditional Advertising and Media Services (Marketer’s Guide Series), 2009.
  3. ^ American Marketing Association, AMA Dictionary.

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