One might use social media in a social marketing campaign but they are starkly different things. Social marketing is a marketing approach designed to influence behavior with the primary goal to be achieving the common good.
The first evidence of social marketing was in 1963 at the Indian Institute of Management when they introduced a national family planning program with high quality, government brand condoms distributed and sold throughout the country at low cost.
Other campaigns you know have followed the social marketing approach including anti-tobacco campaigns, skin cancer campaigns promoting the use of sunscreen with slogans like “Slip! Slop! Slap!”
AIDS, water conservation, and numerous health industry campaigns have also followed the social marketing approach.
Guest: Julie Colehour, Partner C+C
Julie is the co-author of Social Marketing: Behavior Change for Good, Edition 7
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www.cplusc.com
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