Social Marketing

Redefined

Social marketing is being redefined. Social marketing means taking sides —— working only with organizations doing things we believe in, being completely progressive in our practices, and sharing a significant portion of what we earn. It’s about making healthier people and healthier places.

We’re tired of seeing social marketing defined as “business marketing applied to social issues.” Social marketing is not simply promoting a good cause. Social marketing is not “social media optimization,” and it’s not “social computing.” It’s not setting up blind dates for the people you know.

Social marketing is helping socially responsible organizations imagine their futures; create new programs and products; and connect with the people that need them. Social marketing is the use of traditional and emerging marketing techniques to bring about changes in policy, practice and behavior that improve the well-being of people and communities. Social marketing uses all the strategies of commerce — and all the science of social theory — to make changes in the world.

It’s about standing up and doing the right thing. Looking out for other people. Believing in something and committing to that belief. It means having respect and esteem for the diversity of the world we work for. It means taking the side of zeal.