E7. Social Media is not Social Marketing. Three things you need to know
Social marketing is not social media
Three things you need to know about social marketing
This is the first episode in a 3 part series and to get started we talk about 3 things you need to know about social marketing:
1) Social marketing is not social media! Obvious? Yes. Social marketing uses intervention levers across multiple levers including training, education, public health, legislation. Smoking reduction is considered a successful social marketing approach to behaviour change as it tackles multiple influencers at once across policy as well as the individual. Macro efforts including legislation allowed local authorities to niche with services and marketing and reach those most in need.
2) There are three key concepts, segmentation exchange and reward. Love Your Skin young person campaign is used as an example of how to do this and shift from a population approach to a segment that allowed a deep understanding of young people and understand what would motivate them.
3) Insight is key, actionable insight will help you focus on measurable behaviour change. This is a huge win. Shifting from policy goals to behavioural goals and securing all your stakeholders is key. Remember if you can't measure it you can't grow it and you may be inadvertently causing a negative impact.
Never take for granted that our audience will understand our message the way it is intended.
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