Tuesday, October 25, 2011

A national organization called Turning Point, which provides research and
consultation services geared towards public health issues, recently issued a
white paper on social marketing.  There is one section where they quite
simply break down “What It Is” and “What It Is Not.”  Again, it's geared towards
the health sector, but the same rules apply.

Social Marketing Is:

1. A social or behavior change strategy
2. Most effective when it activates people
3. Targeted to those who have a reason to care and who are ready for
change
4. Strategic, and requires efficient use of resources
5. Integrated, and works on the the "installment" plan

Social Marketing Is Not:

1. Just advertising
2. A clever slogan or messaging strategy
3. Reaching everyone through a media blitz
4. An image campaign
5. Done in a vacuum
6. A quick process

Think about that and consider these "rules" with your station's social
marketing extensions.