Social marketing is a strategic approach that applies traditional marketing principles and techniques to promote beneficial social changes. It focuses on influencing behavior to achieve a greater good and extends beyond financial gains. Social marketing emerged in the 1950s and has grown to include initiatives by global organizations such as the World Health Organization. Key figures like Philip Kotler and Craig Lefebvre have significantly contributed to its development. It is commonly used in public health campaigns, where it has proven successful in raising awareness and promoting behavior change. As a tool for social change, social marketing can sometimes spark debates and controversy. It also includes community-based strategies aimed at promoting sustainable behavior in communities. Renowned publications and resources provide extensive knowledge and guidance on social marketing strategies.
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Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.
Most social media platforms have built-in data analytics tools, enabling companies to track the progress, success, and engagement of social media marketing campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public.
On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g., more active or passive use) and the establishment of a firm's desired social media "culture" and "tone."
When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as "earned media", rather than use marketer-prepared advertising copy.
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