Share an example of a social marketing effort that you are aware of.

Social marketing is a process that uses marketing principles and techniques to change priority audience behaviors that will benefit society as well as the individual. This strategically oriented discipline relies on creating, communicating, delivering, and exchanging offerings that have positive value for individuals, clients, partners, and society at large.33 There are a few important differences between social marketing and commercial marketing. Social marketers focus on influencing behavior for societal gain, whereas commercial marketers focus on selling goods and services at a financial gain for the organization. Commercial marketers position their products against those of other companies, while the social marketer competes with the audience’s current behavior and its associated benefits.

Social marketing is often confused or equated with several other related disciplines (nonprofit marketing, public sector marketing, education and health communications), emerging behavior change theories and frameworks (behavioral economics, nudge, social change, community-based social marketing, community-based prevention marketing), and popular promotional tactics (social media, cause promotion).

Social marketing principles and techniques are most often used to improve public health, prevent injuries, protect the environment, increase involvement in the community, and enhance financial well-being. Those engaged in social marketing activities include professionals in public sector agencies, nonprofit organizations, corporate marketing departments and advertising, public relations, and market research firms. A social marketing title is rare, and social marketing is most likely to fall within the responsibility of a program manager or community relations or communications professional.