April 26, 2010

A national organization called Turning Point, which provides research and consultation services geared towards public health organizations, 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 to us.

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 "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.