Social Marketing: What Is It And How Does It Relate To The Media?

June 10, 2022
Social Marketing: What It Is And How Does It Relate To The Media?

What is social marketing, and how does it relate to the media? In order to understand how the media work, you first need to understand social marketing. The media is a subset of social marketing – tools that allow people to connect and share information. In the past, people used the media to passively receive information, but now people are using the media to actively engage with each other.

In this article, we’ll explore social marketing and how it can be used to achieve desired outcomes. We’ll also discuss how the media can be used to support social marketing objectives.

Social Marketing Definition

An event with a group of people

Social marketing is a process that applies commercial marketing techniques to promote changes in human behavior. But unlike traditional commercial marketing strategies, which have purely financial motives, social marketers aim to influence behaviors that will improve people’s well-being.

Why Is Social Marketing Important?

Social marketing is a means of influencing the behavior of large numbers of people for the common good. When using this method, businesses don’t aim to alter people’s opinions for their own benefit; instead, they aim to bring social transformation.

It is concerned with stimulating awareness, influencing behavior, and assisting the environment in which people live. When individuals are ready to change, it is possible to achieve these objectives. According to statistics, 80 out of every 100 persons are willing to participate in social transformation.

Sustainability should be people’s first concern since there are an increasing number of social and environmental problems. Negative environmental and social changes worsen the quality of life. Some businesses utilize social marketing to avoid this.

They tackle global issues such as hunger, poverty, education accessibility, air pollution, water scarcity, and noise pollution. They encourage people to be more aware and caring of the environment by raising these problems. In turn, the environment and society improve, and the business’s reputation is enhanced.

How The Media Can Help With Social Marketing

Social marketers working on a plan

The media can help social marketing in many ways. Social marketing efforts can be used to raise awareness of issues, it can be used to influence behavior change, and it can be used to support marketing objectives.

When using the media to raise awareness of issues, businesses should consider using multiple channels such as television, radio, newspapers, podcasts, and the internet. They should also create catchy slogans and jingles that will stay in people’s minds. In addition, they should use celebrities or other well-known figures to endorse their products or services.

The media can also be used to influence behavior. For example, if a company wants people to stop smoking cigarettes, they could run ads that show the negative effects of smoking. They could also sponsor programs that help people quit smoking.

Finally, the media can be used to support social marketing objectives. For example, if a company wants to reduce littering, it could run ads that show the negative effects of littering. They could also sponsor programs that teach people about the importance of recycling.

One cool feature about the media is that it can always be re-purposed in multiple ways. This simply means that the media can be used repeatedly to support different objectives.

Your content will continue to live on while earning you credibility and helping to drive sales. In addition to repurposing the content from your media placement on all of your social media channels, you can put the media outlet’s logo on your website and marketing materials. This 3rd party validation separates you from your competitors and can also help drive sales.

8 Social Marketing Tips

A group of campaigners staring into the sunset

There are numerous ways to effectively implement a social marketing strategy. Because the effectiveness of your campaign is based on the chosen strategies, we’ll give you five fantastic tips on implementing:

1. Conduct Research On Your Audience

Understanding your target audience helps you figure out what to do. Data-driven research allows you to see through the lens of your audience. As a result, you’ll choose the appropriate approaches and methods for interacting with these individuals effectively and expressing your ideas.

2. Keep Your Objectives Clear

Before starting a social marketing campaign, you should have a clear understanding of what you want to achieve. This will help you measure the success of your campaign and make necessary adjustments along the way.

Some common objectives for social marketing campaigns include raising awareness, changing behavior, and supporting a cause.

In addition, it is important to set realistic goals that can be achieved within the given time frame. Otherwise, you run the risk of disappointing both yourself and your audience.

It’s also worth mentioning that your objectives should be specific, measurable, achievable, relevant, and time-bound (SMART). This acronym is used in project management to keep track of progress and ensure that goals are being met.

3. Be Convincing

Your social marketing campaign will only be successful if you can convince your audience to take the desired action. This means that you need to have a clear and persuasive message.

Some ways to make your message more convincing include using statistics, telling stories, and using strong visuals.

It’s also important to remember that people are more likely to take action if they feel like they’re part of a community or if they feel like they’re making a difference.

Therefore, you should focus on building relationships and creating a sense of belonging. Only then will people be convinced to take the desired action.

4. Use Emotion

Emotion is one of the most powerful tools in persuasion. When people are emotional, they’re more likely to act without thinking things through.

This is why it’s so important to use emotion in your social marketing campaign. If you can make people feel something, they’re more likely to take action.

Some ways to evoke emotion include using stories, using strong visuals, and focusing on the positive impacts of taking the desired action.

5. Appeal To Self-interest

People are more likely to take action if they believe that it’s in their best interest to do so. This is why it’s important to appeal to self-interest in your social marketing campaign.

Some ways to do this include focusing on the benefits of taking the desired action, emphasizing how easy it is to take the desired action, and highlighting how taking the desired action will make people feel good about themselves.

6. Choose The Right Slogans

A slogan is a short and memorable phrase that sums up your message. It’s important to choose the right slogan for your social marketing campaign because it will be one of the first things that people see, and it will stay with them long after they’ve seen it.

Some tips for choosing the right slogan include making it short, making it memorable, and ensuring that it conveys the desired message.

7. Build Focus Groups

One of the best ways to ensure that your social marketing campaign is on point is to build focus groups. Focus groups allow you to get feedback from a group of people before you launch your campaign.

This feedback can be invaluable in helping you fine-tune your message and make sure that it’s convincing. Additionally, focus groups can help you identify any potential objections that people might have when taking a desired action.

4 Examples Of Social Marketing

Social marketers in a meeting

Now that we’ve gone over what social marketing is and how to do it, let’s take a look at some examples.

One example of social marketing is the “Be The Match” campaign by the National Marrow Donor Program. This campaign encouraged young adults to register to be bone marrow donors.

Another example is the “Tobacco Free Florida” campaign, which encouraged Floridians to quit smoking

A third example is the “No More” campaign by domestic violence prevention organization, No More. This campaign used public service announcements and social media to raise awareness about domestic violence.

Finally, an example of social marketing that you might be familiar with is the “Got Milk?” campaign by the California Milk Processor Board. This long-running ad campaign encourages people to drink milk for its calcium content.

Each of these campaigns used different strategies to achieve its desired goal. However, they all had one thing in common: they were able to convince their audience to take action.

Is Social Marketing The Same As Social Media Marketing?

No, social media marketing is not the same as social marketing. A social media campaign uses online platforms to build relationships and interact with customers. It’s a way to connect with potential and current customers using various digital channels such as blogs, forums, discussion boards, microblogs, wikis, podcasts, images, videos, and social networks.

On the other hand, social marketing is a process that uses commercial marketing techniques to promote changes in human behavior.


Social marketing is a powerful tool that can be used to achieve various goals. By understanding the principles of social marketing and using them in your own campaigns, you can create persuasive content that will convince people to take the desired action.

Thank you for reading! We hope this article helped explain social marketing and how we can use it to achieve our goals. If you have any questions or suggestions, please feel free to comment below.


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